One of Steve Jobs's key business principles emphasized the importance of self-innovation. He believed that companies should embrace their own potential to outdo their previous successes rather than fear the disruption that may come from such changes. By proactively evolving their products and services, companies can maintain their competitive edge and prevent external competitors from taking the lead.
Walter Isaacson's biography illustrates how this mindset shaped Jobs's approach to Apple. By staying ahead of the curve and embracing necessary changes, Jobs fostered a culture of continuous improvement, ensuring that the company remained a leader in the tech industry.