Steve Ballmer missed the iPhone because he was looking at it just, you know, as a technologist. He completely missed the other moves that Steve Jobs was doing, right? The idea of reciprocity is like, I'm going to help this individual or these people behind me. Because if I can foster that, it's likeI'm going to benefit in the future, right? And then I make a decision based on really understanding both sides of the story.

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