The Courage to Create Nothing

Standing still in a rushing world isn't weakness—it's strategic wisdom. True visionaries master the art of saying no when innovation becomes an end rather than a means.

Innovation's greatest heresy? Doing nothing at all.

When Apple faced relentless pressure to release a low-cost iPhone to compete in emerging markets, Tim Cook made a decision that baffled industry analysts. Rather than rush to capture market share with cheaper devices, Apple chose not to innovate downward. While competitors flooded developing economies w…