Usually, my irrational bargaining goes something like this: I start working at around 10 if I’m feeling motivated, 11 if I’m not. I reread the work from the day before and/or passages that I think I got right in order to try to set the tone. I write a sentence. I read it aloud. I delete the sentence. I look at the clock and wonder if it’s too early to think about lunch. I tell myself that, if I can make it to 300 words, I can break for lunch.

As many of you know, I observe specific protocols to open the creative mind – I sit at a desk in my office and write, working exclusively between 9am and 5pm. Within ‘office hours’ I find my mind becomes genuinely free, and I feel a creativity that is qualitatively richer than anything I may experience outside of this time, in the disorder and distraction of the ordinary world. For me, what must appear to some as forced labour is where all the imaginative mischief, beauty, and love are free to happen. Freedom finds itself in captivity.

I begin each morning, I do every single morning exactly the same way, I begin each morning by doing my highest priority work first. I have a very clear priority list and I start from the highest priority work first. Before I even get to work, my day is already a success. I've already completed my most important work and can dedicate my day to helping others.

I love swimming and I'll still be found in the pool, but now I'll be able to do without the 04:30 alarm!

We spent some time in our family talking about what's the trade-off we want to make. We ended up talking a lot about design, but also about the values of our family. Did we care most about getting our wash done in an hour versus an hour and a half? Or did we care most about our clothes feeling really soft and lasting longer? Did we care about using a quarter of the water? We spent about two weeks talking about this every night at the dinner table.

We tried make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can oftentimes arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there.

The things I'm most proud about at Apple is where the technical and the humanistic came together, as it did in publishing for example. The Macintosh basically revolutionized publishing and printing. The typographic artistry coupled with the technical understanding and excellence to implement that electronically--those two things came together and empowered people to use the computer without having to understand arcane computer commands. It was the combination of those two things that I'm the most proud of.

We called that the 'story crisis,' and we never expected to have another one. But you know what? There's been one on every film. We don't stop production for five months. We've gotten a little smarter about it. But there always seems to come a moment where it's just not working, and it's so easy to fool yourself - to convince yourself that it is when you know in your heart that it isn't.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. And the reason they were able to do that was that they've had more experiences or they have thought more about their experiences than other people.

I don’t think I’ve ever worked so hard on something, but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn’t be ours anymore.