Jobs may not have invented the mouse, or the graphical user interface, or the idea of a handheld mobile device. But he did show the world what can happen if a CEO commits his or her company, strategically and fully, to the customer experience. The trajectory of Apple over the past 15 years can be seen as one massive, controlled experiment of an experience-led organization. (I couldn’t have planned a better case study to demonstrate what I have been writing about for all these years.) Everyone knows the results: After a few rocky years, Apple’s strategy started to pay off. Then while other technology companies stumbled, faltered, or disappeared altogether, Apple went from success to success.