But, I'm Not Apple

It's easy to look at successful companies and explain away their success. It happened to me today at a speech. I was sharing how Apple has been able to create demand, own markets, and receive disproportionate rewards compared to their competition.

Then it was said, "But, I'm not Apple."

On my flight home, I couldn't help but think back to the statement. I wondered where Apple would be if it's executives had said, "But we're not Apple."

It's easy to forget that Apple began making their move when they were written off for dead. They were irrelevant and they were going broke.  They had every reason to act as though they had no options, but they didn't.

They acted as the company they wanted to be, long before they became the company that they are.

So, the next time you find yourself saying, "But," stop and act as if you could.