The Epiphany Of A Marketing Genius

The greatest marketing man in the history of Silicon Valley was, of course, Jerry Sanders III.

Sanders was the greatest master of the art of lunching customers the Valley had ever seen.

But he didn’t realise his true metier until one day, while working as a design engineer at the Douglas Aircraft Company, he experienced an epiphany.

“I was designing a regulated power supply around Motorola’s components,” Sanders tells Bo Lojek’s History of Semiconductor Engineering, “so I thought I better find some more out about it. So I contacted Motorola and they sent over a sales engineer. I’ll never forget that. He came over. He had beautiful clothing on. He was well groomed. He didn’t know a damn thing about his product line, but he offered to take me to lunch. We went out to lunch, he drove in a new car, took me to a nice lunch, a better lunch than I certainly could afford as an engineer at Douglas Aircraft Company. And I decided then and there that I had been in the wrong end of engineering.”



  1. Totally depends on what you are selling really. If it’s shite, well yes. The days of cold calling are long since dead, thanks in part to the internet – you can read all about it, study independent reviews and make your own mind up about it without some sales guy yapping in your ear. That’s why I like Amazon when I’m buying books – it pioneered real feedback from folks who had bought the same item before, good or bad.

    • You’re right, you don’t seem to get as many people at the door trying to sell you double glazing like you used to. Marketing is such a funny old game. It’s like there used to be software engineers who wrote websites but now it feels like they’re more like psychologists with very clever ways to get inside your head.

  2. However could you do cold calling, could I? I bet you have to be quite thick skinned to make it in sales.

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