The fact that we ourselves don’t know how we make decisions has not stopped us from proclaiming, loudly, that we know how everyone else decides. Such proclamations about others’ decisions are especially confident and assured the more important, or highly visible, the decision…
Rather than take the comfortable road and analyzing Apple by the surface that is exposed, the better approach might be to toss the Rational Actor model and think about the Organizational or the Political Models.
How does the company process information? How does it generate consensus? How does it deal with motivating employees? How does it allocate resources? How does it evaluate productivity? How does it balance morale and turnover?
