This article proposes that the success of Apple is embedded in Steve Jobs' strength-based approach to the company's strategy. This approach concentrates on creating positive deviant performance —the achievement of extraordinary success beyond the expecta-tions of both stakeholders and outside observers. The pillars of Steve Jobs' strategy are built upon a core of capabilities, the seizing of opportuni-ties, and an organizational culture that enables the attainment of Apple's goals. Furthermore, through the execution of strategy, Steve Jobs has created a learning organization that is result-oriented.

Most of the strategic planning tasks start with identifying a problem, analyzing its root cause, developing solutions, and then formulating a set of initiatives to address it. This approach can work for many organizations, but it will not result in a state of positive deviant performance _ the achievement of extraordinary success beyond the expectations of both stakeholders and outside observers. In other words, a state of positive deviance is when the organization is flourishing at its best functionally and achieving optimal performance. When organizations embrace positive deviance as a goal, it demands a strength-based approach to strategic planning. Focusing on strengths does not ignore the organization's problems or threats, but energy is channeled into organizational members digging deep to truly understand the organization's core capabilities that have the potential to generate and sustain positive deviant performance.

To achieve positively deviant outcomes from the strategic planning process, leaders form a different mindset supported by value-creating processes that make it possible for organizational members to achieve excellence. Steve Jobs, CEO of Apple, is an example of a leader who has built a company around a strength-based strategy that has achieved positive deviance. In 2000, when Jobs returned to Apple, the company was worth about $5 bn. Today Apple is valued at approximately $170 bn. Financial performance is not the only indicator of Apple's success. Although the company's market share in the personal computer industry is only 9%, which is a substantial gain since Jobs' return, it also has 73% in the US MP3 player market and 11% market share in the worldwide smart phone market. In addition, Apple has won "best company" awards for innovation, marketing, and management.

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