If You Spend Too Much

As A Brand Marketer, I'm A Big Believer In 'branding The Customer Experience,' Not Just Selling The Service.

Great Marketing Cannot Sell A Pedestrian Product Very Well.

You Can't Be No. 1 Unless You Think Like No. 1. You Have To Appear Like No. 1.

Steve [jobs] And I Spent Months Getting To Know Each Other Before I Joined Apple. He Had No Exposure To Marketing Other Than What He Picked Up On His Own. This Is Sort Of Typical Of Steve. When He Knows Something Is Going To Be Important, He Tries To Absorb As Much As He Possibly Can.

Microsoft's Philosophy Is To Get It Out There And Fix It Later. Steve [jobs] Would Never Do That. He Doesn't Get Anything Out There Until It Is Perfected.