“Everything just got simpler” Steve Jobs.

It looks like the rest of 2012 is going to be tough.

To be successful in difficult times you have to:

1. be crystal clear on what you are trying to do
2. have chosen to do the right thing.

The only way to achieve the above is to think about it by yourself and with others in your team over a period of time.  The more you do this, a simpler, more elegant vision of what you are up to emerges, but be careful not to rush to a conclusion too quickly (getting it wrong can be very costly).

However, when things get tough, most people get their head down, work harder and actually spend less time thinking about what they are trying to achieve.  In order to be successful, you have to resist doing this.

Apple were just 6 months from bankruptcy when Jobs made the above statement.  14 years later, they are now worth $365bn.  Not a bad return on some thinking time!”