Creating the Digital Future

Book excerpt: Albert Yu, reveals how one of the world's most admired high technology companies (Fortune) invented nine hugely successful generations of microprocessors to become the undisputed trailblazer in the advance of silicon technology. He describes how exchanges among customers, marketers, and engineers generate sparks that spawn great products and how often furious differences of opinion are resolved through "constructive confrontation." Above all, Yu demontrates how Intel has prevailed by learning from costly mistakes in fierce, take-no-prisoners competition with Motorola and Sun for strategic supremacy of the high-technology world. The most daunting prospect facing every computer company is not failure but success; how to continually raise the bar of achievement and outdo themselves. This book explains how to raise that bar, and how to get this mentality built into the corporate culture.