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Odyssey: Pepsi to Apple...a Journey of Adventure, Ideas & the Future
In discussing his transition from Pepsi's president and CEO to marketing visionary of Apple Computers, the author shares his insights into marketing and management strategies and forecasts future business trends
- LanguageEnglish
- PublisherDiane Pub Co
- Dimensions6 x 1.25 x 9 inches
- ISBN-100788169491
- ISBN-13978-0788169496
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Product details
- Publisher : Diane Pub Co
- Edition : Reprint
- Language : English
- ISBN-10 : 0788169491
- ISBN-13 : 978-0788169496
- Item Weight : 1.5 pounds
- Dimensions : 6 x 1.25 x 9 inches
- Customer Reviews:
About the authors

John A. Byrne is chairman and editor-in-chief of C-Change Media Inc., a digital media startup that is launching a network of websites for the global business community. C-Change currently has two highly successful sites, Poets&Quants.com and Poets&QuantsforExecs.com. Little more than two years old, P&Q generates more than one million monthly page views and boasts a book imprint division which published its first title in 2012. Byrne is also the author of "World Changers: 25 Entrepreneurs Who Changed Business As We Knew It," his first book in ten years since the publication of his collaboration with General Electric Chairman Jack Welch. That book, "Straight from the Gut," was a New York Times bestseller for 26 consecutive weeks.
Byrne's collaboration with Mort Mandel, a self-made billionaire and highly successful entrepreneur in both the for-profit and non-profit worlds, will be published in December of 2012 by Jossey-Bass as part of its Warren Bennis leadership series. The book is entitled "It's All About Who You Hire, How They Lead...and Other Essential Advice from a Self-Made Leader."
Until Nov. of 2009, Byrne had been executive editor and editor-in-chief of BusinessWeek.com. He led BusinessWeek.com to record levels of reader engagement and traffic, oversaw the redesign of the site, and launched extensive new areas of coverage on management and lifestyle. Mr. Byrne initiated the site's twice-daily executive news summary, weekly interactive case studies, multi-media classroom videos, as well as new blogs and podcasts. He helped to develop and launch a major Web 2.0 initiative called the Business Exchange, an innovative product utilizing social media and news aggregation.
Under his leadership, BusinessWeek.com won two consecutive National Magazine Awards, the most prestigious recognition in magazine publishing, an EPpy for Best Business Website with over one million unique visitors (over The Wall Street Journal), and second place honors as the Best Website of the Year for news and business by the Magazine Publishers Association. In 2008 alone, BW.com captured an unprecedented 21 awards and nominations for journalism excellence. His weekly podcast on Business Week's cover story has been downloaded nearly 10 million times. Mr. Byrne's views on the future of journalism have made him a popular speaker and essayist. In the past two years, he has spoken at more than a dozen conferences, has been frequently interviewed about the new world of journalism, and has been published by Harvard University's Nieman Reports, The Christian Science Monitor, and MediaWeek magazine.
Prior to role at BusinessWeek.com, he was the executive editor for the print publication since 2005, during which he began three new annual franchises, including the highly successful Customer Service Champions and the Best Places to Launch a Career, and recruited to the magazine such popular weekly columnists as Jack and Suzy Welch, Maria Bartiromo, and renown wine critic Robert Parker.
Previously, Mr. Byrne was editor-in-chief of Fast Company magazine. He joined Fast Company in April 2003, succeeding founding editors Alan Webber and Bill Taylor, where he worked to reinvent the business magazine. Under his leadership, Fast Company won many coveted journalism awards, including its first Gerald Loeb award, the highest honor in business journalism. Mr. Byrne also made Fast Company the first business brand to launch an online blog and created, through a partnership with Monitor Group, an annual award competition for social entrepreneurs. More importantly, Mr. Byrne found and cultivated a buyer for the magazine, resulting in a $35 million purchase that saved the publication from an almost certain closure.
Before joining Fast Company, he worked for BusinessWeek for nearly 18 years, most recently holding the position of Senior Writer and authoring a record 57 cover stories for the magazine. His articles have explored the fairness of executive pay, the folly of management fads, and the governance of major corporations. Mr. Byrne's magazine writing has won numerous awards and has been republished in collections of the best writing on business. He was named a National Magazine Award finalist as well as a Gerald Loeb award finalist twice. Among his more widely recognized cover stories are "Philip Morris: Inside America's Most Reviled Company," a provocative exploration of the men who ran the largest tobacco corporation in the world, "The Fall of a Dot-Com," an investigative story on how big-name investors, blinded by Net fever, poured millions into a dot-com that fell into bankruptcy, "Joe Berardino's Fall from Grace," a narrative of how Arthur Andersen's CEO presided over the demise of his legendary firm, "The Man Who Invented Management," a reflective essay on why management guru Peter Drucker's ideas still matter, and "Are CEOs Paid Too Much?," an early examination (1992) of why executive compensation was out-of-control.
Mr. Byrne developed the idea of a monthly best-sellers list, launched the industry-leading business school rankings, established and managed the magazine's ranking of the best and worst corporate boards, and created its annual list of the most generous philanthropists. He also built out the business education franchise online in the mid-1990s, setting the stage for a highly regarded online community and one that has reaped tens of millions of dollars in annual revenue for BusinessWeek. He has been a frequent commentator on television, having appeared on CNN's Moneyline and CNBC's Squawk Box and Business Center.
Mr. Byrne is the author or co-author of more than ten books on business, leadership, and management, including two national bestsellers. World Changers, to be published by Penguin Books' Portfolio imprint, is his first book in ten years. His previous book, published Sept. 11, 2001 by Warner Books, was Jack: Straight from the Gut, the highly anticipated collaboration with former General Electric Co. CEO Jack Welch. The book debuted at the very top of The New York Times bestseller list and remained on the list for 26 consecutive weeks. Mr. Byrne has written or co-authored seven other books, including Chainsaw (HarperCollins, 1999), the behind-the-scenes story of Al Dunlap's rise and fall as a business celebrity. The book received widespread acclaim. Publishers Weekly called the book a "blistering saga" and a "sizzling tale." The Street.com said Chainsaw "should be required reading in all business and accounting schools."
Mr. Byrne's other books include: Informed Consent (McGraw-Hill, 1995); The Headhunters (MacMillan, 1986); Odyssey (Harper & Row, 1987), the business biography of former Apple Computer chairman John Sculley; and The Whiz Kids (Currency/Doubleday, 1993), which explored the life and times of ten Army Air Force officers who helped to remake the Ford Motor Co. in the post-war period. Managment guru Tom Peters called The Whiz Kids "an important milestone in American management analysis. Warren Bennis has said the book is "the best history of American business from World War II to the present." Mr. Byrne also wrote BusinessWeek's Guide to the Best Business Schools (McGraw-Hill, 1989, 1990, 1993, 1995, and 1997) and co-wrote BusinessWeek's Guide to the Best Executive Education Programs (McGraw-Hill, 1992).
As part of a new book imprint division at Poets&Quants, Byrne also is the co-author of "Handicapping Your MBA Odds: Profiles of 101 Applicants & Their Odds of Getting Into a Top Business School." The book was published in the summer of 2012.

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Customer reviews
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Learn more how customers reviews work on AmazonTop reviews from the United States
- 5 out of 5 stars
Interesting, although the author explains only part of the history
Reviewed in the United States on April 8, 2011Well, I read this book after viewing Job's lecture at Stanford […] really fascinating. So I would know what was happening behind the scenes, and what went wrong on the love story of Jobs and Sculley.
The book explains Sculley's East Coast (and Republican) vision of how to manage a big company, which, is, essentially, I may say a "military" way to organize a company, with clear objectives and responsabilities, vs. the West Coast (and Democrat) which is more cooperative and less organized. Of course you cannot manage a multimillion company with the manager deciding on everything, from the profile of the programmers to hire to the marketing budget.
It explains also the big mistake Sculley (and others have done) when trying to emulate the Sosa wars, with IBM-PC vs. Macintosh. A consumer may just pick one Pepsi on the shelves of a supermarket, and test it, and eventually switch brands... An IT Manager simply cannot do that, and its amazing that people as smart as Apple Board of Directors didn't see this. Anyhow, since then Apple has profiled his public and they did not try to compete with PC clones anymore. They aim their sales to a prospective buyer who is not the IT Manager anymore. Probably this is not a decision done by Jobs when returning to Apple.
What the book says is not as important as what the book hides, probably the fact that not all companies are created equal, and there is no such thing as "one size fits all". Probably Sculley was the right man for the job in a certain moment, but sure Apple under his management would have become a "me too" company, as Hewlett-Packard is now. Of course I prefer the panache of DEC trying to convince the world to follow their way - although they did not suceed - to the Compaq-HP deal, manufacturing dull machines with dull O.S.
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CancelReport - 4 out of 5 stars
Great narration but partly self-serving
Reviewed in the United States on October 7, 2011At the dawn of what we now know as the information revolution, Sculley was torn between keeping a safe, extremely well respected job with one of the all-time great American corporates with a bright future ahead. Enter Steve Jobs who rocks his boat and Sculley is torn between being another cog in the wheel and starting something that would change the world (i.e. Apple). His dilemma and the sequence of events that lead him to eventually join Apple are very well narrated and he brings his internal conflict across well. The second leg to the book is more about the internal workings of Apple and their revolutionary Superbowl commercial. Excitement in the air, all pieces of the puzzle seem to be falling into place. The third and final leg address the typical struggle at any rapidly growing company. Steve Jobs is a product idealist, not a capitalist, and this contradiction has him sacked by Sculley himself. The remainder of the book, a good half of it, is more about the accomplishments of Sculley at Apple. Quite honestly, the extent of self-promotion seems to indicate that deep down, Sculley is trying to justify to himself that letting Steve Jobs go was the right decision. I'm sure it was no easy task for him and he is looking for closure through this book. Well, where this book ends is where Apple's fairytale had actually just begun!
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CancelReport - 5 out of 5 stars
On that topic the text does disappoint the reader
Reviewed in the United States on February 6, 2015I read Odyssey because Sculley was considered an expert on marketing. On that topic the text does disappoint the reader; he’s an exceptional person who will teach you techniques, such ideas as “Marketing as Theatre” that we take for granted today.
John Sculley was an executive, who steered Apple Computer through the turbulent waters of the 1980’s who came from Pepsi. Yet, there’s an interesting soap opera in book. John Sculley helped oust Steve Jobs from Apple in the1980’s, but it was Steve Jobs who recruited John Sculley to come to Apple Computer in the first place. Who said computers were boring?
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CancelReport - 3 out of 5 stars
Three Stars
Reviewed in the United States on September 19, 2016Sort of an ego book for john
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Five Stars
Reviewed in the United States on February 5, 2015Sending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try againWe'll check if this review meets our community guidelinesOpens in a new tab. If it doesn't, we'll remove it.
CancelReport - 4 out of 5 stars
A nice read.
Reviewed in the United States on October 20, 2012This is a book worth reading. Considering Apple's resurgence with the iPod and the iPad, it is very timely as well.
John Sculley was Pepsi's first MBA. After some time, he was recruited by Steve Jobs to be CEO (I think, since I have
forgotten his exact title).
After some time, Sculley forced Jobs out of Apple. And I guess you will have to read the rest of the story.
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CancelReport - 5 out of 5 stars
Pepsi vs. Apple Computer: Leading Change
Reviewed in the United States on May 9, 2007'Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?' So began John Sculley's engagement with Apple Computer. He went from managing a huge global and very traditional beverage company to leading a bleeding-edge of technology innovation center. This fantastic book describes his personal journey into high-speed product development and constant change in at Apple Computer. "Reorganizations,in fact, are looked at positively. In many corporations, they're viewed with anxiety. People wonder, 'Where do I go, what will I do? That's especially true in companies that have had no lay-off or have cradle-to-grave employment policies. In Apple, it's constant change. People expect buildings, structures, offices, and people to change. Organizations shouldn't have permanence....The beauty of a network is that is has no centre. It is a process more than a structure, composed of modular groups that establish themselves to take on specific tasks-- not to build fiefdoms and traditional 'departments' do." He compares the "organization man" who had job security in return for his loyalty, with the self-directed man who deals with "third-wave companies" in a different type of relationship: one of creativity and trust and co-maturation. Sculley's description of Steve Jobs, who replaced him as CEO, "Steve Jobs was less a manager and more an impresario. He knew that the role of managment wasn't to stifle creativity through structure and process, but to foster it through unusually innovative means and thinking."
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CancelReport - 4 out of 5 stars
Fascinating view into the Sculley vs. Jobs battle
Reviewed in the United States on December 31, 2010When the author relates the story of being lured from Pepsi to Apple, and the introduction of the Apple Macintosh, this book is fascinating. When John Sculley inserts sections about management styles, it can bore you to tears; just skip them, nothing noteworthy in the management sections anyhow. It was fun to read this book several years after its publication, with the added depth that passage of time provides. A must-have for those interested in the early history of Apple.
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Top reviews from other countries
Boston Walker4 out of 5 stars読みかけですが読みごたえあり
Reviewed in Japan on January 2, 2012Jobsが亡くなられたばかりですが、Appleのことを知りたく、John Sculleyの本を買いました。
日経の「私の履歴書」的な部分もありますが、総じて読みごたえあります。
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Jitendra B Singh5 out of 5 starsIt was on time
Reviewed in India on April 4, 2019It’s good. All pages were intact
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Cliente Amazon4 out of 5 starsViejete pero bien
Reviewed in Spain on July 22, 2023El libro es buenísimo, conocer la historia desde dentro te abre a nuevas perspectivas. Es un libro que todos los amantes del Management deberían leer.
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Angelo Partoini5 out of 5 starsOttimo acquisto.
Reviewed in Italy on June 15, 2018Ottimo acquisto. Fortunato ad averlo trovato usato. Perfetta spedizione. Il prodotto corrisponde a quanto indicato: molto bello da leggere se si amano le biografie.
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John K5 out of 5 starsClassic book - arrived as described.
Reviewed in Canada on August 3, 2023Classic take on the Apple legacy from its most infamous period.
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