Three years ago, I got a call from an editor of one of the biggest business magazines in the U.S. (who shall remain nameless, not to preserve his anonymity but simply because I can’t remember which magazine it was). What he said over the phone was this: “We’re planning on writing a book about how businesses can innovate like Apple does, and I was told to talk to you about it.” I’m not sure if he was asking me to write it or just wanted feedback and leads, but my answer stumped him: “You can’t write that book.”