In Walter Isaacson's biography of Steve Jobs, Markkula highlights the importance of shared values between him and Jobs. He stresses that the primary motive behind starting a company should not be wealth accumulation, but rather the passion for creating meaningful products. This philosophy underlines the significance of believing in one’s work, which resonates with Jobs' own approach to innovation and entrepreneurship.

Markkula's viewpoint emphasizes that the vision for a company should encompass longevity and impact rather than short-term financial gain. This alignment of values advocates for developing a business rooted in integrity and creativity, aiming to produce something that endures and makes a difference in the world.