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Live From Cupertino
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Live From Cupertino

How Apple Used Words, Music, and Performance to Build the World’s Best Sales Machine

Post Hill, 2019 more...


Editorial Rating

8

Qualities

  • Hot Topic
  • Engaging
  • Insider's Take

Recommendation

Michael Hageloh, who worked in sales at Apple for 22 years, details how Apple prioritized customer relationships over revenue and put humanity, not hardware, at the heart of its marketing. His narrative pays homage to Steve Jobs, who energized Apple’s account executives by encouraging them to market themselves and to make mistakes fearlessly. Salespeople have the most to gain from this insider’s look at how Apple thrived by focusing on people.

Take-Aways

  • Apple co-founder Steve Jobs helped the company turn storytelling into a potent selling tool.
  • Apple excelled at listening to the market and finding “unspoken clues.”
  • The pivotal “Think Different” ad campaign celebrated the human quality of Apple, not the features of its products.

About the Author

Former full-time musician Michael Hageloh joined Apple in 1988 and spent 22 years there.