CHAPTER 5

Images

Master “No”

People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are.

—Steve Jobs

Luis was knee-deep in a transformation, and his patience was being tested.

The scene was Lonely Planet. For decades, the company has been one of the most celebrated brands in the travel business. Yet, in mid-2018, they were struggling internally.

For the previous few years, their very creative-minded CEO had run amuck, percolating new product ideas every week. Projects were not making any progress, because newer, cooler ideas would get ...

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