Not to mention the fact your new team has the old team still in the building to ask questions about process, the category, etc.

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In the past, Apple has been able to handle this process of maturation by creating category-killing products in big existing markets.

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Like other Big Box stores, all the companies in the Office Supplies category have cut back: closed stores, process re-engineered operations and, like every other sector that was unable to find some level of emotional engagement to hang their brand on, price-promoted, price-promoted, and then did more price-promoting.

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