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The only respect in which I would take issue with this book is that it gives insuffi cient recognition, at least explicitly, to the differences in the core skills that are often referred to as the DNA of each protagonist.Microsoft ' s success is founded in its ability to manage the accurate and detailed compilation of an extensive set of technical standards that facilitate interoperability and technical integration between different applications, mostly for the benefi t of those with complex tasks to undertake. Google ' s success is based on a much deeper understanding than Microsoft of the value of data and how data can be linked and remodelled to maximize predictive decisioning. Apple by contrast reads from this account as an organization in the image of a person who harnessed technological adaptability with a restless search for the most satisfying user experience, most often for a person who sought pleasure from applying an elegant sophistication to tasks that were immediate, not necessary essential and often leisure based.

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