Guy Kawasaki made history with Apple. So you would expect he would have a lot to say today when stock prices surged high enough to make his old employer the first trillion dollar company.
For one thing, the marketing guru behind the success of the Macintosh computer wishes he hadn’t turned down an offer from founder Steve Jobs to return to Apple.
But he couldn’t help but chuckle over the missed opportunity of being back at Apple today.
“I left Apple twice,” Kawasaki said with more chuckle than notes of regret. “Steve Jobs offered me a third job and I turned him down. Obviously, I never anticipated this day, because I would have stayed.”
Guy Kawasaki praises Jobs and Cook
Apple’s cult following is largely credited to Kawasaki, who coined the phrase evangelism marketing, a strategy that helps companies get customers to believe so strongly in a product that they try to convince others to buy it.
Apple has what is considered the most devoted brand community in the world and its ad campaigns are legendary for personal touches that foster a deep loyalty among its customers.
Kawasaki, the chief evangelist at graphic design firm Canva, called today “historic” for entrepreneurs everywhere.
“Two guys in a garage in Cupertino, Calif., create the most valuable company ever. What a great day,” said Kawasaki, referring to Jobs and his co-founder, Steve Wozniak.
Cook took over as CEO in 2011 after Jobs died of pancreatic cancer. Kawasaki credits Cook for executing Jobs’ vision.
Kawasaki dismissed critics who say Apple is mostly a smartphone company. He said, “What does it matter? The market has spoken.”