The Magic and Moxie of Apple - An Insider's View is a must read for all Apple fans and for every manager, executive and entrepreneur who hungers to learn Apple's secret formula for innovation, branding and marketing. Kelli Richards weaves a brilliantly written book that takes you on her personal journey into the Apple kingdom.
She has an intimate insider view of what makes Apple so special. And it is truly about leadership, the team and the vision to "put a dent in the Universe". That is what Apple accomplished. I have been an Apple apostle from the early days, since my mentor and business partner Linda Chandler helped with the Apple IPO in Silicon Valley. My main reaction when I read Kelli's writing was "sheer delight!"
Now in this day and age of emails, blogs, tweets and instant messaging . . . most people cannot write. It is a lost art. But Kelli Richards has mastery over the art of telling a story and summing up the key lessons in an entertaining, inspiring and candid manner. She takes you on a magic carpet ride as Apple set forth to conquer new worlds. And Kelli is modest as I believe she is the one chiefly responsible for formulating, co-creating and executing the whole strategy that set up the iTunes platform that transformed digital content, the music industry, and the business model that resulted in Apple attaining No. 1 as the most profitable, recognizable brand in the whole world.
I cannot wait for Kelli Richards next book! Send this book out as gifts to all your friends, enemies, associates, staff, and lovers. They will thank you for it!
-- Ko Hayashi, CEO - Chandler Partners International Ltd.