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  • Rotman Management

    Analytics Will Only Get You So Far

    Jan 01, 2018 1 minute

    by Alessandro Di Fiore

    Anyone who knows the story of Apple knows that it was built on insights rather than analytics. Steve Jobs was actually highly resistant to quantitative research.

    When Jobs returned to in 1997, it was a mess. In his absence, the emphasis had been on developing more and more products. Apple was even selling printers in partnership with — and making next-to-no money on them. Resistant to quantitative research, Jobs used his judgment to quickly cut the numbers of models and products. He then drew a simple two-by-two diagram and told his colleagues that Apple needed to have one product in each quadrant.

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