Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything — all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.

• death

Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

• purpose

We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.

• focus

You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

• faith

In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service.

• beauty

[I]f you don't know somebody very well, you can ask them, "Who are your heroes?" You can learn a lot about someone by knowing who their heroes are.

• heroes

When you start looking at a problem, it seems really simple—because you don't understand its complexity. And your solutions are way too oversimplified, and they don't work. Then you get into the problem and you see it's really complicated. And you come up with all these convoluted solutions. That's where most people stop, and the solutions tend to work for a while. But the really great person will keep going and find the key underlying principle of the problem and sort of come full circle with a beautiful, elegant solution that works.

• simplicity