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Apple Inc. is a prime example of a company that has successfully implemented existential flexibility. In the late 1990s, Apple was primarily a computer company, but it was struggling to compete with Microsoft. Steve Jobs, seeing the potential in digital music, decided to disrupt Apple's strategy and product line by introducing the iPod and iTunes. This was a significant risk as it was a complete shift from their existing product line. However, this move turned out to be a game-changer for Apple, leading to the development of the iPhone and iPad, and transforming Apple into a leader in the technology industry. This is a classic example of existential flexibility, where a company disrupts its own successful strategy to advance its Just Cause.
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Existential flexibility is the capacity of an infinite-minded leader to create an extreme disruption in strategy or product to advance the Just Cause better. This happens when the company is already successful. Great leaders continuously scan the horizon for opportunities and ideas to better promote the Just Cause. While a finite-minded leader thinks the risk is not worth it, an infinite-minded leader sees that staying on the existing path is a more significant risk.
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What’s the difference between leaders who only achieve short-term success and visionaries who create resilient and truly competitive organizations? Re...
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