Everyone intuitively knows that you can't have coffee without adding water or milk. This becomes hard to understand for some when applied in a context of an organization like a coffee shop or cafe for example.
The owner of the cafe makes the best coffee in town, but he is bewildered when customers are one-timers who leave to never return.
What he may not realize is that excellent coffee is only one part of the equation. The owner is not thinking in terms of completeness. In Addition to great coffee, location, effective marketing, proper management and leadership, excellent service, efficient operations, great value, lean operations, etc.. are all part of the equation. Failing on any point of the result chain will have repercussions.
Apple Inc. is a complete organization to a great extent. The term they use for completeness is "Great User Experience". Siri for example is not a new technology, in fact the underlying technology of Siri is licensed by Nuance. But what Apple did with Siri and its AI engine, and with all their products, is know what the complete result is and what it is not (right trade-offs), know how to implement it, and build an organization that can execute on that knowledge. They've nailed down the result chain from conception of a great idea all the way down to the actual realization of the dream experience, including all the enabling elements in between.
The end result is a consumer that knows that he has something special in his hands. Something that is more complete than any other product in the market.
This organization stuff is not supposed to be easy. That's way you have one Apple, one Google, and One Amazon.
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