http://www.cbsnews.com/8301-505125_162-57594484/why-apple-is-a-dead-company "And yet, sadly, I have to report that a new form of analysis reveals that the best brand in the world is lost, cannibalizing its luster without anyone apparently creating more of the Apple magic. Or, if anyone is, it's not CEO Tim Cook. This analysis is based on a technique called "word mapping," in which a leader's words, in connection to other words, reveal their worldview and their bias for action. I've taught word mapping to a few groups, and the feedback was so positive that people said it must be brought to a bigger audience. (This is the first time I've written about it besides a more technical introduction in my personal blog.)" It's dead because of word mapping of course!