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　　INSIDE APPLE reveals the secret systems, tactics and

leadership strategies that allowed Steve Jobs and his company to

churn out hit after hit and inspire a cult-like following for its

products.

If Apple is Silicon Valley's answer to Willy Wonka's Chocolate

Factory, then author Adam Lashinsky provides readers with a golden

ticket to step inside. In this primer on leadership and innovation,

the author will introduce readers to concepts like the "DRI"

(Apple's practice of assigning a Directly Responsible Individual to

every task) and the Top 100 (an annual ritual in which 100

up-and-coming executives are tapped a la Skull & Bones for a

secret retreat with company founder Steve Jobs).

Based on numerous interviews, the book offers exclusive new

information about how Apple innovates, deals with its suppliers and

is handling the transition into the Post Jobs Era. Lashinsky, a

Senior Editor at Large for Fortune, knows the subject cold: In a

2008 cover story for the magazine entitled The Genius Behind Steve:

Could Operations Whiz Tim Cook Run The Company Someday he predicted

that Tim Cook, then an unknown, would eventually succeed Steve Jobs

as CEO.

While Inside Apple is ostensibly a deep dive into one, unique

company (and its ecosystem of suppliers, investors, employees and

competitors), the lessons about Jobs, leadership, product design

and marketing are universal. They should appeal to anyone hoping to

bring some of that Apple magic to their own company, career, or

creative endeavor.

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　　Lashinsky is the Senior Editor At Large for Fortune. As the

magazine's lead correspondent in Silicon Valley, he has interviewed

all of Apple's top executives and many of its board members. He is

also a Fox News contributor. Prior to joining Fortune Magazine,

Lashinsky was the Silicon Valley columnist for TheStreet.com. He is

married to Ruth Kirschner, a senior executive at Doubleclick

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　　INSIDE APPLE reveals the secret systems, tactics and

leadership strategies that allowed Steve Jobs and his company to

churn out hit after hit and inspire a cult-like following for its

products.If Apple is Silicon Valley s answer to Willy Wonka s

Chocolate Factory, then author Adam Lashinsky provides readers with

a golden ticket to step inside. In this primer on leadership and

innovation, the author will introduce readers to concepts like the

"DRI" (Apple s practice of assigning a Directly Responsible

Individual to every task) and the Top 100 (an annual ritual in

which 100 up-and-coming executives are tapped a la Skull &

Bones for a secret retreat with company founder Steve Jobs).Based

on numerous interviews, the book offers exclusive new information

about how Apple innovates, deals with its suppliers and is handling

the transition into the Post Jobs Era. Lashinsky, a Senior Editor

at Large for Fortune, knows the subject cold: In a 2008 cover story

for the magazine entitled The Genius Behind Steve: Could Operations

Whiz Tim Cook Run The Company Someday he predicted that Tim Cook,

then an unknown, would eventually succeed Steve Jobs as CEO.While

Inside Apple is ostensibly a deep dive into one, unique company

(and its ecosystem of suppliers, investors, employees and

competitors), the lessons about Jobs, leadership, product design

and marketing are universal. They should appeal to anyone hoping to

bring some of that Apple magic to their own company, career, or

creative endeavor.