This quote’s from Andy Warhol. He was looking at America and saying America’s different. He’s saying, “Well, Elizabeth Taylor’s drinking Coke and I’m drinking Coke and the bum on the street’s drinking Coke, and it’s all the same thing.” For the first time in history, mass market culture has allowed us all to enjoy the same thing. This is not champagne. The bum on the street can’t afford champagne.
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Whenever you are the first and different and unique, you cannot be wrong. You will win. And these three commands are the commands of my company. Of course we make watches, but we don’t care about watches. We especially don’t care because nobody buys a watch to read what time it is.