
Apple’s Little Secret • 31
called him an “advisor,” but by late 1997, he was the de facto chief and,
in 2000, he became the CEO. Jobs made two brilliant decisions. First, he
changed the business model. Whether explicit or implicit, every organi-
zation has a business model and the more explicit, the more successful.
Abusiness model describes the manner in which value is delivered to the
customer—in most cases for a prot. It is set up to respond to three key
questions: What do customers want? How do they want it? And, how do
we best optimize the organization to do it? But most importantly, and
oen lacking in a good business model, is a four ...