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" Advertising works most effectively when it's in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook - they share information with their friends, they learn about what their friends are doing - so there's really a whole new opportunity for a new type of advertising model within that. "

Mark Zuckerberg

Opportunity

Advertising

" About half my time is spent on business operation type stuff. "

" I do everything on my phone as a lot of people do. "

" The companies that work are the ones that people really care about and have a vision for the world so do something you like. "

" Working with a lot of people at the same time is a task. I really like making stuff and getting stuff done. One of the things I really liked about Facebook was that I could always move so quickly. I wrote the original application in, like, nine days at the end of January. "

" I updated my grilling app, iGrill, today and it now has Facebook integration that lets you see what other people are grilling right now around the world. Awesome. "

" I think a simple rule of business is, if you do the things that are easier first, then you can actually make a lot of progress. "

" I feel that the best companies are started not because the founder wanted a company but because the founder wanted to change the world... If you decide you want to found a company, you maybe start to develop your first idea. And hire lots of workers. "

" Building a mission and building a business go hand in hand. The primary thing that excites me is the mission. But we have always had a healthy understanding that we need to do both. "

" It's really easy to have a nice philosophy about openness, but moving the world in that direction is a different thing. It requires both understanding where you want to go and being pragmatic about getting there. "

" We talk about this concept of openness and transparency as the high-level ideal that we're moving towards at Facebook. The way that we get there is by empowering people to share and connect. The combination of those two things leads the world to become more open. "

" Facebook is inherently viral. There are lots of sites that include a contact importer, and for lots of them it doesn't really make sense. For Facebook it fits so well. It wasn't until a few years in that we started building some tools that made it easier to import friends to the site. That was a huge thing that spiked growth. "

" My goal was never to just create a company. A lot of people misinterpret that, as if I don't care about revenue or profit or any of those things. But what not being just a company means to me is not being just that - building something that actually makes a really big change in the world. "

Mark Zuckerberg

Change

World

" A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa. "

" We're a community of a billion-plus people, and the best-selling phones - apart from the iPhone - can sell 10, 20 million. If we did build a phone, we'd only reach 1 or 2 percent of our users. That doesn't do anything awesome for us. We wanted to turn as many phones as possible into 'Facebook phones.' That's what Facebook Home is. "

" One of my big regrets is that Facebook hasn't had a major chance to shape the mobile operating system ecosystem. "

" I feel like the thing we can do is celebrate people doing great work and create more cultural momentum and awareness that this is an important thing in the world. So when the next economic crisis hits and people are talking about where to cut from the budget, science isn't the thing. "

" We know that for every 1 person who get access to the Internet, one new job gets created, and one person gets lifted out of poverty. So in theory, going and connecting everyone on the Internet is a large national and even global priority. "

" I always kind of see how I want things to be better, and I'm generally not happy with how things are or the level of service that we're providing for people or the quality of the teams that we built. But if you look at this objectively, we're doing so well on so many of these things. I think it's important to have gratitude for that. "

" I think we basically saw that the messaging space is bigger than we'd initially realized, and that the use cases that WhatsApp and Messenger have are more different than we had thought originally. "

Mark Zuckerberg

Thought

Space

" Connectivity is a human right. "

" I don't have an alarm clock. If someone needs to wake me up, then I have my BlackBerry next to me. "

Mark Zuckerberg

Someone

" Our philosophy is that we care about people first. "

" Open Graph is a language for structuring content and sharing that goes on in other apps, and we're continuing to build it out longer term. But we found we need to build more specific experiences around categories like music or movies. Where we've taken the time to build those specific experiences, stuff has gone quite well. "

" When I started Facebook from my dorm room in 2004, the idea that my roommates and I talked about all the time was a world that was more open. "

" Really, who you are is defined by the people who you know - not even the people that you know, but the people you spend time with and the people that you love and the people that you work with. I guess we show your friends in your profile, but that's kind of different from the information you put in your profile. "

" The thing that's been really surprising about the evolution of Facebook is - I think then, and I think now - that if we didn't do this, someone else would have done it. "

" We have a rule that if you check in code, you have to maintain it. So I mostly code on the side. I don't check in code anymore. "

" Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what they're thinking and have their voice be heard. "

" Unless you are breaking stuff, you are not moving fast enough. "