Steve Jobs is the exception. Many prominent CEOs bombed when they tried to come back to a company they had left. Jobs' lack of sentimentality may have helped him stay fresh. Howard Schultz, on the other hand, isn't doing so well with his back-to-our-roots campaign at Starbucks. A successful comeback requires a strategy that goes beyond the CEO's personal desire to recapture former glory, says Jeff Sonnenfeld of the Yale School of Management.
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