### Empathy We will truly understand their needs better than any other company. ### Focus In order to do a good job of those things we decide to do we must eliminate all of the unimportant opportunities. ### Impute People **DO** judge a book by its cover. We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will *impute* the desired qualities. --- Mike Markkula January 3, 1977