As CEO of Apple, Steve Jobs ensured business continuity through a very specific approach to his business. Always keen to pioneer and be innovative, Jobs said at the Macworld Conference and Expo in January 2007: “There’s an old Wayne Gretzky quote that I love. ‘I skate where the puck is going to be, not where it has been.’ And we’ve always tried to do that at Apple. Since the very very beginning. And we always will.” Indeed, his strict adherence to innovation led to his public war of words with Michael Dell, CEO of Dell Computer, after Jobs criticized Dell for creating “un-innovative beige boxes”.

In 1997 when Dell was asked what he’d do with the then-troubled Apple computer, Dell responded with “I’d shut it down and give the money back to the shareholders”. When Apple’s market capitalization rose above that of Dell’s in 2006, Jobs sent an email to all employees which opened with: “Team, it turned out that Michael Dell wasn't perfect at predicting the future. Based on today's stock market close, Apple is worth more than Dell.”