How can you make sense of the future when you only have data about the past?

Breaking an old business model is always going to require leaders to follow their instinct. There will always be persuasive reasons not to take a risk. But if you only do what worked in the past, you will wake up one day and find that you’ve been passed by.

Whenever we have thanked these men and women for what they have done for us, without exception they have expressed gratitude for having the chance to help - because they grew as they served.

Another thing I've observed is how critical the role of the CEO is when a technology truly is disruptive. In looking back on companies that have successfully launched independent disruptive business units, the CEO always had a foot in both camps. Never have they succeeded when they spin something off in order to get it off the CEO's agenda. The CEOs that did this had extraordinary personal self-confidence, and almost always they were the founders of the companies.

Businesses want to think in terms of categories. Consumers want us to think in terms of their needs.

Steve Jobs and Apple taught us that profit is not the ultimate goal, but rather a consequence of something greater.

Purpose must be deliberately conceived and chosen, and then pursued.