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+ 308 I have a great respect for incremental improvement, and I've done that sort of thing in my life, but I've always been attracted to the more revolutionary changes. I don't know why. Because they're harder. They're much more stressful emotionally. And you usually go through a period where everybody tells you that you've completely failed. We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die… And we've all chosen to do this with our lives. So it better be damn good. It better be worth it, Steve Jobs — Fortune