Creating and Delivering Distinctive Products and Services


Steve Jobs, Apple’s CEO, asked Scott Forstall to meet with him and to keep the meeting secret. Forstall was a team leader and brilliant engineer. Jobs told him that the company was starting a new project, called “Project Purple,” that it was “top secret,” and that he wanted Forstall to build and lead the team of engineers who could do it best. Forstall wasn’t to recruit anyone from outside, nor could he tell the team what the project was about.

Forstall went around the company looking for superstar engineers in different parts of the company, telling them ...

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