You have to have the capacity for existential flexibility. What does that mean? Apple had already come up with success with Apple One and Apple Two. It is already a huge company and is very successful and they are working on their next big project. And then in 1981 Steve Jobs and his senior executives went on a tour of Xerox PARC. Their XEROX showed them an innovation they had come up with called the Graphic User Interface. This would allow us to use a mouse to control the cursor on the screen to click on folders move them around to use the computer. Prior to that you had to use a (text based) computer language like DOS. Remember Steve Jobs' vision and just cause to empower the individual to stand up to the status quo. When he saw this amazing Graphical User Interface he immediately saw that this was a way more powerful way to get more people to use a computer because it was so much more simpler and easier to use. As they are leaving Xerox, he says to his executives, we have to invest in this. And his people say 'we can't'. One of the voices of reason says 'Steve we cannot'. We have already invested countless man hours and millions of dollars in an entirely different strategic direction. If we invest in the Graphical User Interface we will blow up our own company. To which Steve Jobs responds 'better we blow up our own company than someone else'.
