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Getting Better at Fireing the Cannon Ball
How great companies fall is the undisciplined pursuit of more, not hunkering down and just being too conservative. Steve jobs comes back in 19 97 to basically try to reintrduce some discipline at apple. They fired a bullet on this thing that was kind of called the eye pot. It's really the whole kind of ecosystem of apple. Yet apples got its kind of original activities, which is in the mackintosh computer.