Steve Jobs (as revealed by Ralph De La Vega: CEO of AT&T in an ENgadget interview):
I think when we started negotiating with Apple and working, Steve's quote was, and I think it was a very smart one:
"This is such new territory for both of us, that we are both going to feel uncomfortable after we get this deal done."
Ladies and gentlemen ... there's a lot to learn from that quote. That was pure genius to say that. Steve Jobs most certainly owns the title "greatest CEO of any company ever".
That was part reverse psychology - part truth and part hype; all without using any buzz words, catch phrases, or cliches.