"Long before it can get market feedback and solid market forecasts, the company must make bets about which technologies and designs are likely to succeed in smart phones, computers, and so on. Relying on technical experts rather than general managers increases the odds that those bets will pay off."

"As this example shows, Apple’s collaborative debate involves people from various functions who disagree, push back, promote or reject ideas, and build on one another’s ideas to come up with the best solutions. It requires open-mindedness from senior leaders. It also requires those leaders to inspire, prod, or influence colleagues in other areas to contribute toward achieving their goals."