ABSTRACT
Many say that Steve Jobs was a genius. He went where few have gone before, creating products and markets where none existed and where only he imagined. That genius is evident throughout the Apple® kingdom and, for many organizations, it is difficult to duplicate because cloning Steve Jobs is impossible, and consistently generating innovative products and improving performance is, at best, demanding-tried by many, achieved by few. At the core of Apple, there is a not-so-evident principle that is part of its genius and something that other organizations can duplicate. It is the principle that is at the heart of this book and at the core of many successful companies. Its essence is captured in this axiom: Stop trying to build a better mousetrap and start building a mousetrap better. Steve Jobs and Tim Cook did exactly this. It’s what I call Apple’s little secret.1
