CHAPTER FIVE

Clarify Your Decision Logic

Decide with Discernment

When Steve Jobs informed Apple’s board in 2000 that he would open the company’s first retail stores, many of the directors were less than enthusiastic. “I’m scratching my head and thinking this is crazy,” recalls Art Levinson, CEO of Genentech and an Apple board member at that time.1 After all, the board members argued, computer makers like Gateway had ventured into retail and failed big time; others, including Dell, dominated the PC market without owning a single store. What’s more, Jobs’s retail adventure wasn’t based on solid market research or customer feedback. Instead, Jobs asked the board to simply trust his intuition. His strategy was for Apple to manage the customer experience ...

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