Either way, it's an approach that is destined to fail. He should plug his nose and move to Waterloo if he really wants to build goodwill among the rest of RIM's management team and respect in the eyes of RIM employees. How are you going to be hire new marketing talent to move to Waterloo, if you're unwilling to move there yourself? The TV interview included lots of royal "We"s from a guy who's been on the job for less than 60 days, as well as tough talk about how BlackBerrys were still the #1 device in South Africa, Nigeria and Indonesia despite problems in the US. Boulben's best hope is to focus on simplicity. Stop producing 22 versions of the BlackBerry phone. Have two maximum, one touchscreen and one QWERTY. This is Steve Jobs, circa 1996 when Apple ( AAPL - Get Report) was 90 days away from bankruptcy. To pull Apple back from the brink, Jobs drew up a two-by-two matrix. They would do a desktop and a notebook. Some of them would be for consumers and the rest would be for business. RIM needs some simplicity. However, how is Boulben going to lobby for this and win when he's working from his home office in Manhattan? Unless he moves to Waterloo, those running the show there -- Mike Lazaridis and Heins -- will continue to call the shots which will likely be similar to what they've previously done with marketing. Thorsten Heins wants investors and the media to believe that RIM is now a different company since he took over. Decisions like the hiring of Boulben suggest it's still business as usual in Waterloo. At the time of publication the author was long AAPL. This article is commentary by an independent contributor, separate from TheStreet's regular news coverage. At the time of publication the author was long AAPL. This article is commentary by an independent contributor, separate from TheStreet's regular news coverage. Eric Jackson is founder and Managing Member of Ironfire Capital and the general partner and investment manager of Ironfire Capital US Fund LP and Ironfire Capital International Fund, Ltd. In January 2007, Jackson started the world's first Internet-based campaign to increase shareholder value at Yahoo!, leading to a change in CEOs in 2007. He also spoke out in favor of Yahoo!'s accepting Microsoft's buyout offer in 2008. Global Proxy Watch named Jackson as one of its 10 "Stars" who positively influenced international corporate governance and shareowner value in 2007. Prior to founding Ironfire Capital, Jackson was President and CEO of Jackson Leadership Systems, Inc., a leadership, strategy, and governance consulting firm. He completed his Ph.D. in the Management Department at the Columbia University Graduate School of Business in New York, with a specialization in Strategic Management and Corporate Governance, and holds a B.A. from McGill University. He was previously Vice President of Strategy and Business Development at VoiceGenie Technologies, a software firm now owned by Alcatel-Lucent. In 2004, Jackson founded the Young Patrons' Circle at the Royal Ontario Museum in Toronto, which is now the second-largest social and philanthropic group of its kind in North America, raising $500,000 annually for the museum. You can follow Jackson on Twitter at www.twitter.com/ericjackson or @ericjackson. You can contact Eric by emailing him at firstname.lastname@example.org.