The three American companies that have shaped the technology industry - as part of our series on the US of A. By @TopLineFounder
Anyone working agency side no doubt regularly comes across briefs in which prospective clients describe their software as ‘beautiful’, excitedly explain the product demonstration video they are after using a phrase that includes ‘clean and sharp in front of a white infinity screen’, insist you sign a a 20-page NDA before any information can be shared about the business, or are seeking an agency to gather the tech editors of all the nationals to the grand launch of their start-up.
Such briefs might make use smile, but they are small illustrations of the profound impact that three West Coast American companies and four brilliant entrepreneurs have had on business in general and technology business in particular. In Digital Wars: Apple, Google, Microsoft and the battle for the internet, the Guardian’s technology editor Charles Arthur (known in this industry for not suffering unprepared PRs!) charts the history of these tech behemoths and the people behind them.
The book covers the companies’ scramble for the top spot on the NASDAQ from the late 1990s to the death of Steve Jobs in October 2011, as they energetically defended territory that was becoming obsolete, while simultaneously going on the hardware design and software development offensive, hoovering up Silicon-Valley start-ups in the process. If Napoleon had been around to watch, he would probably have done so on an iPad and he would no doubt have been riveted.
If you’re serious about tech communications, there are five reasons you should read this book:
Digital Wars can be bought on Amazon.
The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog was founded by B2B PR specialist Heather Baker, who runs video production and corporate animation agency TopLine Film and digital PR and SEO agency TopLine Comms. The B2B PR Blog takes contributions from sensible industry folk with something interesting to say.
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