In this episode Ndubuisi and second-time podcast guest and Catena co-founder Ricardo Tannus, think through the conclusion of Tripp Mickle’s book ‘After Steve: How Apple Became a Trillion-dollar Company and Lost Its Soul’. According to Tripp, the passing of Steve Jobs and “Ive’s departure in 2019 marked a culmination in Apple’s shift from a company of innovation to one of operational excellence, and the price is a company that has lost its soul.”

With regards to a company what is, or can be considered as, its ‘soul’? Where does it come from, how is it developed, and – if it is as fundamental and essential to a company as a human soul – how easily can it be changed or influenced, and to what effect on a corporate body?

We give our thoughts on these, link them to our thesis and broad view on company narratives, and discuss how we often fail to recognise these elements and their effects in our commercial and personal lives. Also, we outline if agree with Tripp’s conclusion on Apple!

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