John Sculley started his career at Pepsi-Cola Company as a trainee, going on to become the company’s youngest vice president of marketing at 30, managing a staff of 75. He later headed the company’s International Foods division then served as senior vice president of US sales and marketing before being named the youngest-ever president of Pepsi-Cola.
Crediting his years at Pepsi for the evolution of his marketing approach, Sculley says, “My ideas about marketing revolved around building the best possible consumer experiences and then helping find the most creative ways to tease a consumer’s curiosity to become our loyal user.” He launched the highly successful Pepsi Generation and Pepsi Challenge campaigns, both of which tapped into consumer experience and helped Pepsi become the largest-selling consumer packaged goods brand in America, surpassing Coca-Cola in market share.
In 1993, Sculley went on to become the CEO for Apple, where he was recruited by Steve Jobs. Sculley and Jobs’ partnership is documented in the 2011 biography of Steve Jobs written by Walter Isaacson.
Today, Sculley is focused on sharing his considerable experience with corporate executives, “serial entrepreneurs,” and third-wave companies that are not afraid to take risks, to adapt to change, or to use technological advances to achieve their goals.
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