nike is the prime disastrous case study in what happens when you hand the company to an outsider ceo (saas guy) who doesn’t speak the native language of culture… both internal & external. there are numerous examples of this happening & very few learn from it. it happened to bumble when saas ppl took over. arguably happening to starbucks right now too, although at least the dude was from food. apple learned this lesson the hard way during steve era. happened to microsoft during balmer era…