Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

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A BIT OF HISTORY Stay focused on oppor tunity AT THE TURN OF THE CENTURY, the Internet bubble was col- lapsing. The tech market was a land of popped aspirations and broken dreams. Three years later, Apple ceo Steve Jobs was under fire for still maintain- ing his Research and Development budget. Didn't he get it? Shareholders wanted Apple to reduce costs. The clairvoyant ceo defended his vision: 32 "What has happened in technology over the last few years has been about the downturn, not the future of technology. A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of [customers], they would continue to open their wallets. And that's what we've done. We've been turning out more new products than ever before." 12 What Jobs didn't mention was that post-bubble economics enabled him to hire an army of affordable talent.

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