CHAPTER 4
RISK-TAKING LEADERSHIP
When Steve Jobs returned to Apple in 1997 to execute what became one of the most successful turnarounds in corporate history, he made a decision that the company would focus on consumer and business desktops and laptops. His goal was to focus on building the best products in these market spaces, and Jobs became ruthless in this pursuit. Prior to Jobs’ return, while most of Apple’s businesses floundered, Apple still had an excellent and profitable franchise selling printers. Most people in the Apple printing group assumed that they would be spared the savage cuts that the rest of the company was experiencing, but they were wrong—dead wrong. The entire printer group was eliminated in a single act to ensure the company ...
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