Choice Hacking
Published in

Choice Hacking

How Psychology Saved Apple

Here’s how to steal their approach

In 1997, Apple was 90 days from bankruptcy.

But how Steve Jobs saved the company proved he was a master of customer psychology.

Jobs returned as the head of Apple in 1997, 12 years after getting kicked out by his own board of directors and handpicked CEO John Scully.

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Writing at the intersection of psychology, science, business and design

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