Pick What You Want—and Go for It

"Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?"

That's the challenge that Steve Jobs laid down before John Sculley when he offered the PepsiCo executive the CEO spot at Apple in 1983. Jobs was urging Sculley to get specific about the vision of the future he wanted for himself, and motivating him in that way turned out to be a huge win for everyone. In his 10 years in the role, Sculley took Apple's sales from $800 million to $8 billion.