On September 23, 1997, Steve Jobs told his staff that Apple had eliminated some 70% of its product line. “It’s way too much stuff,” he said. “Apple has drifted away from doing the basics really well. We’ve focused on 30 percent of the gems.”
Then, Jobs explained why he had chosen to slash the product offerings. It all started with a profound question: “Who is Apple and where do we fit in this world?” The answer to the question would lead to the company’s iconic “Think Different.” Here is how Jobs articulated his answer to the question, Who is Apple?
“What we’re about is not making boxes for people to get their jobs done—although we do that well. But Apple is about something more than that. Apple’s core value is that we believe people with passion can change the world for the better. Those people who are crazy enough to think they can change the world are the ones who actually do.”
Jobs announced that Apple would no longer advertise its “speeds and feeds,” and instead communicate how the products would benefit their core customers—the crazy ones, the square pegs in the round holes.
Apple had 90 days of cash left in the bank. The future looked bleak and few people gave it a chance to survive, let alone go on to become America’s first publicly-traded company to hit $1 trillion in market value. The passion he showed and the question he raised would inspire his team to dig their way out of the hole.
Source: http://www.forbes.com/sites/carminegallo/2018/08/05/steve-jobs-asked-one-profound-question-that-took-apple-from-near-bankruptcy-to-1-trillion/
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