"[It] got into trouble in the 90s with an overemphasis on the machine
and it lost the software battle (back then anyway) to Microsoft.

Just what company is "It?"

Apple, of course. :-)

I also like this.

"So how do you figure out if your brands reputation is on the edge or,
worst-case scenario, on its way over?"

He goes on to discuss ways of determining that. Wish he'd apply those
tools where it counts. Not to Apple.

Does this washcloth smell like chloroform?