23. The secrets to shaping Apple and beyond | Andy Cunningham

It's amazing.

We think about Microsoft.

We think about Amazon.

We think we know all the back story.

Clearly, there's a lot more that goes on.

And positioning, you know, that was your part of this story.

It's extremely hard, but it's been at the center of everything you do.

I mean, you talk about Steve's focus.

I mean, you focus on positioning.

That's your super skill, I guess.

Would you call it that?

Yep, that's my thing.

That is my thing.

And I learned a lot of it from Regis, I want to say.

Regis was very, very passionate about how important positioning is, especially to a tech product when the landscape is filled with things that nobody has ever heard of or know what's going on.

I mean, back then, now there's hundreds of thousands of products out there.

But back then, the industry comprised about 200 people, about 100 companies, and 50 products.

I mean, there was nothing going on.

And you really had to explain to people how it actually worked then.

Yeah,

you had to educate people.

There was a lot of education.

And PR was the mechanism through which that all occurred.

All of that education happened mostly through Regis McKenna and the people who left Regis McKenna to start other companies, me being one, Melissa Wagoner being another, and many others who went off and took the Regis philosophy with them.

And we were the ones who educated people.