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"You need a very, exceptionally clear vision. And to me, a vision is something that you can say in one sentence. The fewer the words the better."
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"As for the long-term future: I am prepared to see in this a vision, not a mystical way but in a realistic way, of a population exchange on a much more important scale and including larger territories."

"Only those who can see the invisible, can do the impossible."

"The writers I respect the most had an undying commitment to a vision."

"But I do not doubt that it is beneficial sometimes to contemplate in the mind, as in a picture, the image of a grander and better world; for if the mind grows used to the trivia of daily life, it may dwindle too much and decline altogether into worthless thoughts."

"I have lived in the pursuit of a vision, both personal and social. Personal: to care for what is noble, for what is beautiful, for what is gentle; to allow moments of insight to give wisdom at more mundane times. Social: to see in imagination the society that is to be created, where individuals grow freely, and where hate and greed and envy die because there is nothing to nourish them. These things I believe, and the world, for all its horrors, has left me unshaken."

"Look through the eyes of your highest self. What do you see?"

"The one who cannot see your vision will be blinded by your mission."

"Bertelsmann understood our vision when they first invested in us... They still believe in that vision."
Explore more quotes by Ron Johnson


"Design works if it's authentic, inspired, and has a clear point of view. It can't be a collection of input."


"The reason Apple is really good, I think, and the reason their stores succeeded, is not just 'cause we know the big idea, but we have a real passion for the littlest detail. It's legendary in our products."


"Innovation is this amazing intersection between someone's imagination and the reality in which they live. The problem is, many companies don't have great imagination, but their view of reality tells them that it's impossible to do what they imagine."


"You need a very, exceptionally clear vision. And to me, a vision is something that you can say in one sentence. The fewer the words the better."
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