You have to be willing to be misunderstood if you’re going to innovate.

A company shouldn’t get addicted to being shiny, because shiny doesn’t last.

The common question that gets asked in business is, ‘why?’ That’s a good question, but an equally valid question is, ‘why not?

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

You don’t want to negotiate the price of simple things you buy every day.

The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.

Your brand is what other people say about you when you’re not in the room.

What’s dangerous is not to evolve.

Obsess about customers, not competitors.

It’s not an experiment if you know it’s going to work.

If you’re not stubborn, you’ll give up on experiments too soon. And if you’re not flexible, you’ll pound your head against the wall and you won’t see a different solution to a problem you’re trying to solve.

We can’t be in survival mode. We have to be in growth mode.

Be stubborn on vision, but flexible on details.

Humans are unbelievably data efficient. You don’t have to drive 1 million miles to drive a car, but the way we teach a self-driving car is have it drive a million miles.

There’ll always be serendipity involved in discovery.

If you can’t tolerate critics, don’t do anything new or interesting.

There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second.

Put the customer first. Invent. And be patient.

Work hard, have fun, make history.