Markkula emphasized that successful companies are adept at reinventing themselves over time. He cited Hewlett-Packard as an example, noting its evolution from an instrument company to a calculator and computer manufacturer. This adaptability has been key to its longevity in the market.
He also pointed out Apple's struggles in the personal computer sector, particularly with Microsoft as a significant competitor. To thrive, he suggested that companies must explore new product lines beyond their initial offerings, focusing on consumer products and other devices.