?Think Profit.?

When Steve Jobs took the stage at Macworld in 1998, he did something unusual. For the first time in any presentation he had ever given, he ended with a slide reading, "Oh, and one more thing..." This phase would of course enter the Apple lexicon in the subsequent years. But what was it that was hidden behind this first "one more thing"? "Think Profit." You see, Jobs had just been named?interim?CEO in September 1997 after successfully pushing out the man who brought him (back) in, Gil Amelio. And he had good reason to do that: under Amelio, Apple had lost $1.04 billion in the prior year and was less than ninety days from being completely broke. Just a few months later, as he announced on stage, Jobs had the company back in black: a $45 million profit ? the first profit the company had seen in more than two years.

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