He noted that a lot of people would ask him how to become an entrepreneur, but that they didn’t have an idea yet.

He’d tell them, “I think you should go get a job as a busboy or something, until you find something you’re really passionate about.”

Then, “You’ve got to have an idea, or a problem, or a wrong that you want to right that you’re passionate about, otherwise you’re not going to have the perseverance to stick it through.”

It’s hard starting a business. If you don’t have a deeper conviction that you’re solving a problem that really needs to be solved, you’ll never make it through the adversity.

While this is often where the humanities enter our lives — the appreciation of the arts — one of the Apple Rules is that you merge aesthetics with innovation.

Devices like Mac computers and iPods are gems of design. Jobs wanted them to be easy on the eyes. We’re often surrounded by ugliness. We want to hold beautiful things in our hands.

“Beauty mattered to Jobs. He stopped production of the Mac to create a circuit board where the chips would be lined up, He also listed the names of his engineers inside of the computer housing. He said that `artists sign their work.’”

Keep it Simple.

All of Apple products are known for their simplicity and seamless interfaces. You turn them on and you can figure out how to use them without instructions.