Cook on Opportunity Cost

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 Chief Operating Officer speaking in 2010 to the Business Insider [Apple COO Tim Cook: ‘We Have No Interest In Being In The TV Market’] Raised earlier on p.95, by Tony Crabbe.

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