The last part of this section is about the focus organization. So it's part of part of my book, The title of my book I published a few years ago, I realized that after seeing that individuals, we saw that earlier on individuals that our focus and our high performing, more confident and happier. So I translated the same concept over organizations and say, What if organizations are focused? Do you have the same benefits? And actually, yes, when you see very focused organizations, people tend to be happier, higher performing, higher performing, and they love their jobs, and they're happy with their life. So one very interesting case which I saw where a company which was completely unfocused and then become extremely focused is Apple, Apple.
You know the story Steve Jobs founded in his garage with Bosniak and then they fire him. After 10 years. He was fired. Because he didn't go along with the board and the CEO he had fired. So basically after he comes back, he comes back 10 years after, and he realized that happened is not the company he had left is not the company that he wanted. And he had a dream about three totally infocus they had I don't know how many products and projects, maybe 3040, which had nothing to do with the initial purpose of the company.
What did Steve Jobs do when he got there? When he became back the CEO, he became extremely focused, he first cancel almost 70 or 80% of the projects and products he said, we're going to do just for type of products to laptops, and to dekstop. That's all the rest, we stopped immediately. Then he organized the team. He put the marketing people working in marketing, design, people working this and put people were their strong investor. And that's how he created a high performing team this season.
Stands for competitive mindset. There's always a competition outside. Pelini was IBM, Microsoft so that the team united and works together to beat the competition outside the company. Then you have this sense of urgency. Steve is was very good at setting deadlines and deadlines, drive and focus people. If you know that you have a biannual convention in a few months, you're just going to dream and about that deadline.
And, and that was very powerful. They were able to develop products, which usually would take three to six years in a year and a half, just to be ready for that day. The S stands for strategic alignment, everything they do in Apple has a strategic sense. Then you have the excellence, whatever you do in Apple is absolutely topics and it's the experience even the boxes are, are well done. Everything has to be top, top Top Excellence and even more today, where you can switch Products very easily from companies very easy. Make sure that the excellence is in everything you do.
And the last part of a focus organization is the discipline, something I don't like. But it's important. It's important to, to have that discipline to execute on what you promise to deliver on time to make sure that you commit and you thrive that the execution to towards that success towards that dream.