in Achieving Goals

Things I No Longer Understand: Lessons From Apple

There are lots of things I don’t understand.

I was not in the amazing business.  I was a Toshiba computer that you buy from Best Buy.  Nobody is emotionally connected to that, there’s no magic involved.

First – how can you sustain being mediocre?  How can you live in a way where you’re currently in a mediocre business that’s measurement is units, not “Awesomes?”

How can you be in a business that’s not shooting to be the best in its market? I can see a local Realtor wanting to be the best in a tightly defined market (their contacts, their rotary club).

How can you not realize that every job that exists today is 3 years from complete obsolescence?

How can you make something that’s just OK? Intentionally? 

If you’re not in pursuit of being the best on the planet, to transcend your limitations and push for something more, the cognitive dissonance will wreck you.  You’ll burn out, you’ll have testy discussions and you’ll wreck yourself.  Pursuing excellence is exciting.