Moonshot!: Game-Changing Strategies to Build Billion-Dollar Businesses

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by John Sculley



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ISBN-13: 9780795343261
Publisher: RosettaBooks
Publication date: 10/13/2014
Pages: 215
Product dimensions: 6.20(w) x 9.10(h) x 0.80(d)

About the Author

John Sculley is one of America’s best-known business leaders, with one foot in the storied history of Apple technology and the other in 21st-century innovations that change the way the world does business. His success stories include telecommunications, financial services, healthcare, high technology, internet services, consumer marketing, and outsourcing services.

Drawing on more than 40 years of experience as a corporate executive, investor, entrepreneur, mentor, and rainmaker, Sculley has become a sought-after global storyteller for the digital revolution. He is a gifted speaker, sharing his perspectives on topics such as globalization and reinvention of work, how adaptive companies succeed in an era of the commoditization of almost everything, solving healthcare through innovation, and new big brand consumer health services.

Best known today as the former CEO of Apple Computer, Sculley’s corporate career began in 1967 when, armed with a Wharton MBA, he was hired by Pepsi-Cola Company as a trainee. Three years later, he became the company’s youngest vice president for marketing, applying his ideas about “experience based marketing” to the Pepsi Generation campaign. He initiated the Pepsi Challenge taste tests, and oversaw development and launch of the first plastic soft drink bottle, which together dethroned Coca-Cola. By 1977, Sculley was Pepsi-Cola Company’s youngest President & CEO.

John Sculley’s first book—Odyssey: Pepsi to Apple… a Journey of Adventure, Ideas and the Future—became a breakout business bestseller. His new book—MOONSHOT!: Game Changing Strategies How to Build a Billion Dollar Business—takes the reader one step further, sharing the secrets to John’s success and how anyone can achieve in this changed business world.

Table of Contents

Introduction and Highlights by John Sculley

I Moonshot!
1. Moonshot!
2. Why Moonshots Start With a Noble Cause
3. Why Now Is the Best Time to Build a Billion-Dollar Business

II. Huge Changes to the Middle Class
1. What’s Really Going On in the U.S.?
2. The Exploding Middle Class in Emerging Markets

III. How to Create a Billion-Dollar Business Concept
1. Introduction
2. Solve a Billion-Dollar Problem
3. Relentless Pursuit of “There Has to Be a Better Way”
4. Disruptive Pricing: There’s No Place to Hide
5. Deliver a Lights-Out Customer Experience

IV. Powerful Tools for Success
1. Getting Prepared to Build
2. Be Curious: Ask the Right Questions
3. Ground Yourself in Domain Expertise
4. Put the Right People on the Bus
5. Zooming
6. Back From the Future Planning
7. How to Pivot When Your Back Is Against the Wall
8. The Best Advice I Can Give an Entrepreneur: Find a Mentor

V. Moonshot: A Summary, and Concluding Remarks

Afterword I by David Sculley

Afterword II by Arthur Sculley



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