those moments when you’re thinking, “But we don’t have a Jeff.” The good news is that you don’t need a Jeff to make this type of decision. You only need to ruthlessly stick to the simple-to-understand (but sometimes hard-to-follow) principles and process that insist on customer obsession, encourage thinking long term, value innovation, and stay connected to the details. None of us, including Jeff, knew exactly what we would end up building; it’s more like we stuck with the process and surrendered to where it was taking us.
