"Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company."

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Apple made tools that helped people express their creativity and Steve Jobs knew that so he told that story well. But Facebook makes tools that help people connect and Mark Zuckerberg is hardly a story-teller. Nevertheless, he's become a leader because his products do such a good job of solving a problem.

— Lewis Schiff