A Quote by John Sculley
Health innovation, enabled by digital technologies to build big consumer service brands, is an incredibly interesting, complex problem to work on.
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You can totally work with brands. People love seeing that, but you have to build stories. You have to build credibility, and those brands have to really be the perfect fit for yourself.
The personal computer was a disruptive innovation relative to the mainframe because it enabled even a poor fool like me to have a computer and use it, and it was enabled by the development of the micro processor. The micro processor made it so simple to design and build a computer that IB could throw in together in a garage. And so, you have that simplifying technology as a part of every disruptive innovation. It then becomes an innovation when the technology is embedded in a different business model that can take the simplified solution to the market in a cost-effective way.
I do think that in a digital future, consumers will increasingly turn to brands that they trust. Trust, security, and service are even more important in a digital world.
Nothing is as easy or natural as consumer brands want us to think - no problem is as resolvable. Your hair will fall out, eventually. Yet we do have these brands, and we line our shelves with them. There's an inherent irony.
My advice to owners of fashion brands is that you have to give digital a seat at the board table. A lot of brands treat digital strategy as something on the side.
Our primary goal in the consumer health service companies I back is helping them create an uncompromisingly great consumer experience.
Seattle is a fantastic place to build a great technology-enabled consumer company.
Cloud is so important because it enables digital transformation. It underpins disruptive new technologies in social, mobile, and analytics - and it is enabling industry leaders to compete in digital. Innovation is happening in the cloud - and cloud gives companies the speed and flexibility to be much more agile.
I started playing with digital technology early on in my work. I made digital collages with costumed figures using early versions of Photoshop in the 90s. I was trying to use the newly available digital technologies to combine real people and places with new imagined possibilities.
Xerox did OK in moving to digital in the commercial space. They didn't do well in the consumer market, but they're not a consumer brand. They don't even know how to spell consumer.
New product and new types of service are generated, not by asking the consumer, but by knowledge, imagination, innovation, risk, trial and error on the part of the producer, backed by enough capital to develop the product or service and to stay in business during the learn months of introduction.
Biotech research is incredibly important for health-care innovation.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Innovation is not a big breakthrough invention every time. Innovation is a constant thing. But if you don't have an innovative company [team], coming to work everyday to find a better way, you don't have a company[team]. You're getting ready to die on the vine. You're always looking for the next innovation, the next niche, the next product improvement, the next service improvement. But always trying to get better.
The pace of digital innovation is astonishing. It's impossible to imagine life without the web, smartphones, social networks. And yet the consumer products and everyday objects all around us are still essentially dumb.
As we build systems that are more and more complex, we make more and more subtle but very high-impact mistakes. As we use computers for more things and as we build more complex systems, this problem of unreliability and insecurity is actually getting worse, with no real sign of abating anytime soon.
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