“One day, Jerry Yang sat down for an interview with Doug Levy, a former journalist who had become well known for his tech-industry coverage in USA Today. Levy was no longer a member of the media. He was working as an independent media consultant and he’d figured out a good gig. He would go into a company and interview its executives as though he were going to write an article. Then he’d prepare a critical piece and let them read it. The idea was to show them where the company’s holes were.”