History provides insights for leaders like Steve Jobs and Jeff Bezos
- Executives often turn to their experiences and the experiences of others in the face of uncertainty.
- Companies that survive for over a century demonstrate the ability to learn from their past mistakes.
- Recognizing historical patterns can greatly aid leaders in avoiding repeat failures and framing their strategic journeys.
In the mid-fifteenth century, a gunner named Orban sought to offer his expertise in cannons to the Byzantines, who undervalued the potential of this new technology. Rejecting a low salary, he chose to approach Mehmed II of the Ottoman Empire instead. This situation illustrates a common pattern where established powers overlook innovations that could disrupt their dominance, a phenomenon that is observable in various industries and periods of history. Moving to the 20th century, Shell Oil Company hired consulting firm McKinsey in 1964 to design a new organizational framework. Among the recommendations was the introduction of an American-style CEO. Historical decisions were scrutinized, and while some choices were ultimately avoided, the leadership questioned what features could guide them to adapt better. Notably, one of Shell's executives recognized Adolf Hitler as potentially the strongest figure who could halt Communism, leading him to resign and return to Germany, thus avoiding decisions that could have negatively impacted the firm. Research shows that organizations that endure for over a century often share the characteristic of learning from their historical missteps. This ability to remember past failures allows them to recalibrate strategies effectively. Tim Cook, the current CEO of Apple, frequently invokes the legacy of Steve Jobs, drawing on the past to frame ongoing innovations as a part of a continuous journey initiated by Apple's foundational visionary leader. Utilizing history can serve as a crucial strategic advantage during crises. The lessons gleaned from significant historical events can illuminate paths to avoid similar pitfalls in the present, guiding executives in making well-informed decisions. Individuals like Steve Jobs and Jeff Bezos leverage these cultural memories effectively, exemplifying how executives can skillfully navigate challenges by understanding and applying the lessons learned from historical precedents.