"the importance of saying “no”"

Dizer não, é difícil e, muitas vezes, nunca chega a ser enunciado. Afirmamos as escolhas do que decidimos fazer e não clarificamos as escolhas do que não queremos, ou não devemos fazer. Por vezes isso dá asneira grossa. Sobretudo quando se compete em mercados muito competitivos, mercados polarizados (um link de Maio de 2006) e cheios de salami-slicers, não de Bruce Jenners. Segue-se aquela sensação de não ser nem carne, nem peixe, um stuck-in-the-middle, um médio que não se diferencia, que não emociona ninguém, que não tem inimigos.

"Remember the days when Tim Cook would brag about how Apple’s product line could fit on a single table? It would be much harder to make that claim today.
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When Jobs returned to Apple in 1997, he slashed the company’s product line to a few core products and preached the importance of saying “no” — not just to ideas you don’t like, but also to those you love if they don’t work within the larger vision. [Moi ici: Recordar "the next big thing"] He revitalized the company with a focused product line, which helped grow its cult following. [Moi ici: Recordar o recente "The paradox of focusing on a niche"] As Apple’s values change, this kind of focus is under threat.
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Apple under Jobs wasn’t perfect. Jobs certainly wasn’t either. But it’s undeniable that Apple stood for something that redefined our expectations of personal computing and mobile devices. The company’s products looked great, and the options were streamlined, not confusing. Their prices were aspirational but, usually, attainable.
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Cook’s Apple has shifted from focusing on the products to focusing on the share price."

Trechos retirados de "Apple’s Product Line Is a Mess"