At the end of the day, I know it’s a cliche, but people are our most important asset in the world by far. It’s people who deliver innovation. We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose.
Apple COO Tim Cook
Excerpt from Dan Frommer’s full interview with Tim Cook at the Goldman Tech conference February 2010.