What Elon Musk Can Learn from Steve Jobs’s Return to Apple
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abstract
Changing the strategic direction of an existing company is among the hardest management challenges out there. Most attempts fail. In trying to remake Twitter, Elon Musk has a daunting task ahead of him. There’s precedent, however, for dramatically reimagining a major tech company: Steve Jobs’ transformation of Apple after he returned to the company in 1997. And it may have important lessons for how Musk — and other leaders — can navigate the period of painful misalignment that comes with strategic change. Namely, how this period requires managers to commit to tough decisions in three areas: product, organization, and stakeholders.
