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The Apple raid on Xerox PARC is sometimes described as one of the biggest heistsin the chronicles of industry. Jobs occasionally endorsed this view, with pride. As he once said, ¡°Picasso had a saying¡ª¡®good artists copy, great artists steal¡¯¡ªand we have always been shameless about stealing great ideas.¡± Another assessment, also sometimes endorsed by Jobs, is that what transpired was less a heist by Apple than a fumble by Xerox. ¡°They were copier-heads who had no clue about what a computer could do,¡± he said of Xerox¡¯s management. ¡°They just grabbed defeat from the greatest victory in the computer industry. Xerox could have owned the entire computer industry.¡± Both assessments contain a lot of truth, but there is more to it than that. There falls a shadow, as T. S. Eliot noted, between the conception and the creation. In the annals of innovation, new ideas are only part of the equation. Execution is just as important. (Chapter 8 Xerox and Lisa: Great Artists Steals)

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