Although Intel had built an attractive microprocessor business during this time, it clung to the memory business until its chairman, Gordon Moore, and its president, Andy Grove, sat down and deliberately imagined what would happen if they were replaced with outsiders. They agreed that outsiders would get out of the memory business and that’s exactly what Moore and Grove did. While a company competitive formula exerts a tremendous gravitational pull thinking like outsiders can help insiders can help insiders to break free.