The most valuable company in the world. The most recognizable consumer brand in the world. The company that defined multiple entirely new product categories under one leader.
And the last product that changed how humans relate to technology was 2007.
Nobody chose that. It drifted.
Here's how it happens.
The founder holds a purpose. From that purpose comes a direction. Each step reveals the next one. Opportunities appear that weren't visible from the starting line.
Then the transition happens.
The successor inherits a destination. Specific. Proven. Successful. And the job becomes protecting that destination rather than moving in a direction rooted in purpose. Every opportunity that doesn't fit the existing model gets evaluated against the destination rather than the direction.
The business didn't lose its product. It didn't lose its market. It didn't lose its people.
It lost its purpose. And when it lost its purpose it lost its direction.
And without direction there is no freedom. Without freedom there is no achievement beyond what already exists.
Dominic Luzi · Chief Answer Grape, Management Alchemy
