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The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success by Carmine Gallo

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CHAPTER 8See Genius in Their Craziness

The people who are crazy enough to think they can change the world are the ones who do.

—APPLE AD

The Macworld Expo on August 7, 1997, could have been Apple’s final act. Jobs had been away from the company he’d founded for eleven years, and the company was turning out lackluster products under a string of CEOs. Chief executives John Sculley, Michael Spindler, and Gil Amelio all had advanced degrees in business, engineering, or physics. They were smart guys, except for one fatal flaw: they all failed to understand Apple’s core customer. As a result, Apple sales had plummeted, from $11 billion in 1995 to about $7 billion. Apple was losing money and employees. Many Apple veterans were disillusioned and resigned ...

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