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In this brief motivational monologue, Tom Krieglstein recounts how Steve Jobs, after returning to Apple, eliminated several highly profitable divisions because they did not align with his vision of greatness. He uses this story to illustrate the principle that true success requires relentless focus on core objectives and the willingness to reject ideas that are merely good but distract from that focus. Krieglstein challenges listeners to identify and say no to such good‑but‑not‑great ideas in their own work, positioning the act of refusal as a pathway to achieving greatness.

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