“Then in 1998 I had the chance to talk with Steve Jobs after he’d come back and turned Apple around…’Steve,’ I said, ‘this turnaround at Apple has been impressive. But everything we know about the personal-computer business says that Apple will always have a small niche position…What’s the longer-term strategy?’
He didn’t agree or disagree with my assessment of the market. He just smiled and said, ‘I am going to wait for the next big thing.'” – An interview with Richard Rumelt