While Apple is now a trillion dollar company, its path to success was filled with moments where the entire brand nearly disappeared.

One of the most notorious examples happened in 1997.

Apple was just 90 days from bankruptcy.

Jobs had returned as the head of Apple that year, 12 years after getting kicked out of the company by his own board of directors and handpicked CEO John Scully.

Jobs had kept himself busy, leading companies like Pixar and NeXT, but he KNEW he had to get back to Apple.

And when he finally did, he basically walked into a room on fire.

Unsurprisingly, Steve Jobs used a bit of marketing psychology - applied consciously or not - to save the company… going from near bankruptcy and losing over a billion dollars that year, to turning a profit of 309M dollars in just 12 months.

I’m Jennifer Clinehens and you’re listening to Choice Hacking - a podcast about applying marketing psychology and behavioral science business, marketing, experience design, and more.

Join me today as we unpack the psychology behind one of the most impressive - and legendary - turnaround stories in business history.

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