In 1997, after being kicked out of his own company, Steve Jobs took back the reins of Apple.

At the time, Apple had less than 4% of the personal computer market. And the market didn't think Apple could do anything more than corner its little niche (while Windows/Intel maintained the lion's share).

Business professor Richard Rumelt spoke to Jobs in the summer of 1998… He parroted the belief of the time…

"Steve, this turnaround at Apple has been impressive. But everything we know about the PC business says that Apple cannot really push beyond a small niche position. The network effects are just too strong to upset the Wintel standard. So what are you trying to do in the longer term? What is the strategy?"