Wired News brings us a telling quote from John Sculley, former president of Apple Computer:
It’s no coincidence that during the late 1980s and early 1990s it was a marketing executive from Pepsi, John Sculley, who turned Apple into the biggest single computer company in the world, with $11 billion in annual sales. Sculley marketed Apple like crazy, boosting the advertising budget from $15 million to $100 million.
“People talk about technology, but Apple was a marketing company,” Sculley told the Guardian newspaper in 1997. “It was the marketing company of the decade.”
Does he really believe that?
Sculley squandered Apple’s lead over Microsoft (and billions of dollars) through a combination of a high-margin strategy when the PC market was becoming commoditized and an utter failure to deliver new technology.
Great marketing is worthless if you don’t deliver the goods.