Strategy Is Figuring Out What Not To

Simplicity Is The Ultimate Sophistication-- Steve Jobs Turned This Into The Slogan Behind An Early Mac Advertising Campaign. Which Doesn't Make It Less True.

Reed College At That Time Offered Perhaps The Best Calligraphy Instruction In The Country.... I Decided To Take A Calligraphy Class To Learn How To Do This.... It Was Beautiful, Historical, Artistically Subtle In A Way That Science Can't Capture, And I Found It Fascinating. None Of This Had Even A Hope Of Any Practical Application In My Life. But Ten Years Later, When We Were Designing The First Macintosh Computer, It All Came Back To Me.

Death Is Very Likely The Single Best Invention Of Life. It Is Life's Change Agent. It Clears Out The Old To Make Way For The New.

What Had Been The Focus Of My Entire Adult Life Was Gone, And It Was Devastating. I Didn't Really Know What To Do For A Few Months. I Felt That I Had Let The Previous Generation Of Entrepreneurs Down. I Was A Very Public Failure.

There's A Lot Of Symbolism To Your Return. Is That Going To Be Enough To Reinvigorate The Company With A Sense Of Magic?