John Sculley

“Companies in the 21st century are going to be defined by their culture.”

“I learned that a brand is a promise and a good brand is a promise kept.”

“People are looking for an experience, and they will also pay for convenience.”

“The most successful companies are those that have a story. The story is the company's culture.”

“No great marketing decisions have ever been made on qualitative data.”

“The issue is not what you're building. The issue is 'what is the problem that you are solving?'”

“In a world of commoditization, the only thing that's going to differentiate you is your ability to tell a story.”

“I think that you are what you're passionate about.”

“It's not about how many years of experience you have. It's about the quality of your years of experience.”

“The next generation of interesting start-ups will be in the big data space.”

“The biggest risk is not taking any risk... In a world that's changing really quickly, the only strategy that is guaranteed to fail is not taking risks.”

“You've got to be passionate about what you're doing. And you've got to be looking at the world, looking at things, and trying to connect things in a way that other people haven't.”

“The future belongs to those who see possibilities before they become obvious.”