Jobs as one of the persons to be displayed in the ads, although he turned it down.

## New strategy

Steve started working like crazy in that second half of 1997 to put Apple back on track.

He surveyed every single product team in the company, calling them in one by one in Apple’s conference room. Everybody had to convince him that their product was essential to the company’s strategy. There was no sentimentality: if the product was not making a profit, it usually had to go, however strategic it might seem to the engineers working on it. He soaked up a tremendous amount of information about all aspects of the business before taking action.

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