Let’s go back in time. Way back to 1997. Apple’s high-flying identity as a tech innovator had been seriously tarnished. It certainly wasn’t the global tech giant it is today, with a massive, loyal customer base and an iconic brand image. Actually, Apple was struggling so badly that it had only 90 days of cash remaining in the bank. And that’s when Steve Jobs turned the Titanic around by asking this tough, strategic question: “Who is Apple and where do we fit into this world?” After some serious soul-searching, the company reduced its product line and launched a groundbreaking ad campaign: