The Apple Way

This book is probably one of the most comprehensive book on the history of Apple, among so many published. It illustrates a chaotic story of how Apple managed its past. We all know Apple as one extremely managed, great quality product company, visionary leadership. But this book takes you to the journey where you see that Apple wasn't always like that. It has done blinders, management mishaps, extremely crazy decisions to come to an end of almost collapse. This book also depicts the culture of Apple. It is very easy to see what remains consistent with Apple's DNA -- ability to innovate, social aspects of marketing, fanatical brand advocates is very much part of their culture. You cannot miss to read that Apple has been a passion, they did not know till very late how to make money. If you think, they often screw up on the "pricing part", that's there DNA too. All in all a great book. There are many firms out there which believes that innovation is in their DNA, and that will be sure receipe. This book can inspire them with confidence, perseverance, and learn-by-doing.