I lost count of the number of people who have told me they intend their business to be or become the Apple of their industry. What never follows is the discipline to make -- operational, structural, etc. -- choices and stay motivated to see them through, or throw them out. “Steve had a remarkable knack for letting go of things that didn't work. If you were in an argument with him, and you convinced him that you were right, he could instantly change his mind. He didn't hold on to an idea because he had once believed it to be brilliant. His ego didn't attach to the suggestions he made, even as he threw his full weight behind them.” [Ed Catmull, Creativity, Inc.] According to Catmull, Jobs was always about the long run.