Tuesday, February 24, 2015
FIR B2B #23: John Sculley On Why Successful Businesses Need to Think Different
In this episode:
News & Trends
Forbes has been pushing the envelope on native advertising, but Paul believes it pushed too far with its March issue, which features a sponsored package from Fidelity on the cover without any clear labeling. When asked to comment by Advertising Age, Forbes’ chief revenue officer said the placement was appropriate because the package features “strong content.” Paul has been a big fan of Forbes Media’s Chief Product Officer Lewis DVorkin and his innovative experiments with native advertising, but he believes this latest experiment strayed over the line into deception. And why is the head of sales speaking for the value of content to the reader?
Eric is working with the US Department of State on a digital climate change communications strategy. He’s looking to pitch strategic partnerships to folks at iPhone, Facebook, Twitter and Hootsuite, so if you want to save our planet, tweet him at @ericschwartzman if you can make a personal intro..
Special Guest: John Sculley
Most people know John Sculley as the CEO of Apple Computer from 1983 to 1993, a tumultuous time that featured the exile of founder Steve Jobs. Although Sculley was associated with the failed Newton PDA and was ultimately fired from Apple, he also grew the company’s revenues tenfold and introduced concepts in the Newton that are standard features on smart phones today.
Sculley has had a storied and successful career. As the youngest-ever CEO of Pepsi, he oversaw the enormously successful Pepsi Generation and Pepsi Challenge campaigns. Since leaving Apple he has been involved in the launch and operations of many companies in industries ranging from consumer goods to healthcare.
In his new book, Moonshot!: Game-Changing Strategies to Build Billion-Dollar Businesses, he writes about the dramatic technology changes that have put customers in control and changed the competitive landscape, requiring successful companies to continually probe and test the market for new opportunities. In our interview, Sculley talks about his experiences at Apple and what he’s learned about how breakthrough companies think differently.
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About Your Hosts
Paul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.
Eric Schwartzman is a digital strategist with 15 years of experience selling and leading teams on the agency side in the development and delivery of innovative integrated marketing initiatives for multinational corporations, NGOs, federal government agencies and military commands. He is a frequent speaker at conferences all over the world on the topic of how technology is changing the way organizations communicate and the way people use media and information.
Follow Eric on Twitter at @ericschwartzman.
Eric’s expertise is in digital strategy, digital governance, content marketing, database marketing, user experience design, employee advocacy, education technology, digital multimedia production, B2B lead generation, search engine optimization and social media engagement techniques. He’s also the best-selling co-author of Social Marketing to the Business Customer.
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FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.