John Sculley and The National Enquirer
Funny you point this out.....I have a great John Sculley story.
I was on a late flight back to SFO from NYC in the early eighties and noticed John Sculley was also waiting in the boarding area. I was flying up front so I asked the gate staff where Sculley was sitting. There was a free seat next to him. I traded my seat for the vacate seat next to him.
Sculley was then chairman of Apple and had just resigned the presidency of Pepsico. He remains one of the smartest consumer marketeers on the planet.
As we boarded I noticed he was carry a National Enquirer one of our major weekly rags. "Martians return brain washed prime minister to run New Zealand" and crap like that. He diligently read the paper from cover to cover.
When he finished I struck up a conversation with him and later asked him why he was reading the NI. His very serious response was "my customers futures are being discussed in there." As a consumer marketeer he followed all sorts of media to determine what folks were thinking and where they were going.
Fascinating and although I have not begun to read the NI there is a lot of other populist consumer content I scan or read to try and understand markets. If Sculley could, so can I.
Best, A
Funny you point this out.....I have a great John Sculley story.
I was on a late flight back to SFO from NYC in the early eighties and noticed John Sculley was also waiting in the boarding area. I was flying up front so I asked the gate staff where Sculley was sitting. There was a free seat next to him. I traded my seat for the vacate seat next to him.
Sculley was then chairman of Apple and had just resigned the presidency of Pepsico. He remains one of the smartest consumer marketeers on the planet.
As we boarded I noticed he was carry a National Enquirer one of our major weekly rags. "Martians return brain washed prime minister to run New Zealand" and crap like that. He diligently read the paper from cover to cover.
When he finished I struck up a conversation with him and later asked him why he was reading the NI. His very serious response was "my customers futures are being discussed in there." As a consumer marketeer he followed all sorts of media to determine what folks were thinking and where they were going.
Fascinating and although I have not begun to read the NI there is a lot of other populist consumer content I scan or read to try and understand markets. If Sculley could, so can I.
Best, A
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