In 1997, Apple was almost out of money. Then, they brought Steve Jobs back. He’d been gone for twelve years, and the company was a mess. The team was full of passionate builders, but it was a mess. They had a huge product line, making multiple versions of the same product and using confusing numbering schemes just to stop people from price shopping. Jobs asked his staff, “Which one do I tell my friends to buy?” and couldn’t get a simple answer.