"Everything you say; every thought you entertain; and everything you do has a direction, which serves as an advance or a retreat in respect to your pursuit of excellence. Everything, regardless of size or intent, has bottom-line consequences; therefore, everything counts - this is the golden rule of excellence."

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Somebody once told me, ‘Manage the top line, and the bottom line will follow.’ What's the top line? It's things like, why are we doing this in the first place? What's our strategy? What are customers saying? How responsive are we? Do we have the best products and the best people? Those are the kind of questions you have to focus on.

— Steve Jobs