Wasn't that an amazing book?!! I remember hearing Steve Jobs say several times that you can tell a lot about a company by the heroes that it keeps. He used Nike as an example, their heroes were athletes. He said shoes are a commodity (I never figured out why he thought that) and Nike elevated them into something else by putting ads featuring Michael Jordan in their commercials.
I didn't know until I read the book what you pointed out: that he was terrified a lot of the time.