Steve Jobs didn't simply show the iPhone. He built up to it by showing pictures of Nokia and BlackBerry phones and their ugly, complicated keyboards, before showing the "real" solution.

Who would argue for not focusing, or for not holding employees accountable? What maker of products or deliverer of services wouldn’t benefit from asking the question: Are we basing that decision on what’s best for the product, and therefore for the customer? Is there a company that couldn’t benefit from a critical examination of its messaging, to a