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confidence

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Jobs also used the meetings to enforce focus. At Robert Friedland's farm, his job had been to prune the apple trees so that they would stay strong, and that became a metaphor for his pruning at Apple. Instead of encouraging each group to let product lines proliferate based on marketing considerations, or permitting a thousand ideas to bloom, Jobs insisted that Apple focus on just two or three priorities at a time. " There is no one better at turning off the noise that is going on around him," Cook said. " That allows him to focus on a few things and say no to many things. Few people are really good at that.

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_It's as if they actually think that what other people think of them somehow doesn't matter. I mean, I know we're all supposed to believe that, but obviously, none of us actually do. And nor should we, because it does! It does matter! And the people who genuinely believe it doesn't tend to be the very people who ought to care most what other people think of them, because what the other people are thinking is, 'No, actually, I don't think the Chinese are "up to something,"' or, 'You should use mouthwash,' or, 'Your mania for the collective socialization of agriculture will surely cause the deaths of millions,' or, 'Forty cats is too many cats.