“We are canceling this program for two big reasons…
The first is we believe that Apple is about to lose its market share. Microsoft and Sony have both jumped in the game…blah, blah, blah”
Some hushed murmurs around the room.
This one was at least plausible. As engineers, we had no insight into the market, executive relationships, or product pipelines. What do we know? Microsoft has killed off Apple in the past. Maybe they’ll do it again.
But it’s also an executive funeral service hack. Invoking the “market share” argument with a room full of engineers is a “get out of jail free” card. What do we know about the market?
So, OK, fair enough. Maybe this one has some merit.
“And the second is that we think the iPod is a fad and has peaked.”
And the room erupted.
Not exactly trading floor during a frenzied short squeeze, but twenty normally introverted and reserved engineers all talking loudly over each other.
A voice cuts through.
“A fad?! Peaked?! Have you been to the gym? Have you walked down the street? Do you have eyes?”
Who says that to the executive VP of a $400 million division?
Someone who’s exasperated. Someone who’s spent the last year-plus pouring his sweat and humanity into this project. Somebody who’s sacrificed at home to work the long hours required to make something great.
Somebody who doesn’t know business but knows with all of his being that this is the stupidest business decision in history.
