When Steve Jobs launched the iPhone in 2007, many pundits were less than impressed. Some said that its unusual shape made it unwieldy. Others thought that it was too expensive. Still others remarked that all the extra software made it a poor choice for its primary function – making phone calls. But part of Jobs genius was his ability to recognize patterns that others couldn’t. Executives at Xerox, for example, didn’t see much potential in the Alto, but he built the Macintosh based on it. When music players seemed like a dead end, he reimagined them with the iPod and transformed the industry.