I hate it when people call themselves "entrepreneurs"
when what they're really trying to do is launch a startup and then sell or go public, so they can cash in and move on.
They're unwilling to do the work it takes to build a real company, which is the hardest work in business.
That's how you really make a contribution and add to the legacy of those who went before.
You build a company that will still stand for something a generation or two from now.
That's what Walt Disney did, and Hewlett and Packard, and the people who built Intel.
They created a company to last, not just to make money. That's what I want Apple to be.
I don't think I run roughshod over people, but if something sucks, I tell people to their face.
It's my job to be honest. I know what I'm talking about, and I usually turn out to be right. That's the culture I tried to create.
We are brutally honest with each other, and anyone can tell me they think I am full of shit and I can tell them the same.
And we've had some rip-roaring arguments, where we are yelling at each other, and it's some of the best times I've ever had.
I feel totally comfortable saying "Ron, that store looks like shit" in front of everyone else.
Or I might say "God, we really fucked up the engineering on this" in front of the person that's responsible.
That's the ante for being in the room: You've got to beable to be super honest.
Maybe there's a better way, a gentlemen's club where we all wear ties and speak in this Brahmin language and velvet code-words,
but I don't know that way, because I am middle class from California.