Some companies, such as Apple, seem to always get it right, and it's not just because they have great designers, developers, and markets. Lots of companies have these things. It's because they have goals that are far bigger than the company and they let their people pursue them. Apple just doesn't want to own the desktop, or change the way music is listened to or how books are read. It wants to change the world. It wants to change the way people interact not just with each other, but with their stuff.