Chapter 2


You can’t connect the dots looking forward.You can only connect them looking backwards.

—Steve Jobs

Apple’s digital hub  •  A clean break from the past and present  •  The essence of future-back thinking  •  Thomas Edison’s systemic future-back approach  •  Aetna and “the theory of the business”  •  Vision vs. strategy  •  Know-it-alls and learn-it-alls  •  Attributes of future-back leaders   •  The learning loop: explore, envision, and discover   •  Strategic dialogues

As an example of what future-back thinking makes possible, we want to revisit the well-known story of Apple’s transformation from a niche computer company to the consumer electronics behemoth we know today, driven by its digital hub ...

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