[ The Key Role of Top Executives and Their Culture ]


These executives immerse themselves where mainstream competitors do not search. They purposely explore unexplored areas. Books on creativity love to talk about “thinking outside of the box.” These executives, rather, immerse themselves “outside of the network.”

IN 2000 TONY FADELL, a young computer engineer, was shopping around, searching for a company willing to invest in his innovative idea: to combine an MP3 player with an online music store. Fadell had been working as a hardware and software architect for General Magic, a start-up that spun off from Apple when the Cupertino ...

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