The key, Albert Yu reveals in this fascinating and instructive book, lies in Intel's ability to reinvent itself by "obsoleting" its own products and by raising the bar in a continuously hyper-nnovative, creative-destructive climate that encourages fresh ideas, risk-taking, and even failure. In high technology markets, he shows, volume is the key to profits, a painful lesson Intel learned in launching its RISC processor.

Yu 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 demonstrates 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.