The Burchfield Penney Art Center auditorium filled with students on Tuesday for a lecture from a
marketing expert.
Bill Cleary, a former consumer marketing manager at Apple Computer, delivered a presentation
to students entitled “How Apple and Steve Jobs Changed Marketing.”
Having worked at Apple Computer with Steve Jobs for several years, Cleary said the company
and Jobs changed the marketing world with ads that focus more on personality.
“I knew Steve Jobs really well,” he said. “He’s one of the most interesting characters I’ve ever
worked with.”
Cleary said marketing was not the only industry Jobs influenced. From Pixar Animation to the
iPhone, computers and the whole music industry, Jobs transformed several aspects of our daily
lives.
“He’s was pretty brilliant and unique,” Cleary said. “And he only went to college for one
semester.”
Cleary is also a Buffalo State alumnus. He received his Bachelor’s and Master’s degrees in
secondary education with a concentration in Anthropology. He said his education at Buffalo
State helped prepare him for the successful career that followed.
“That experience and exposure helped build on my success as a marketing guy later,” he said.
“The study of anthropology is the study of human nature. Marketing is basically the same thing
and how to provide people with what they really want.”
Cleary said he gave similar presentations at Harvard and Santa Clara University and that the
presentation is specifically designed for students.
“I think your generation is going to be challenged and can learn a lot from an entrepreneur like
Steve Jobs,” he said.
Cleary said that although graduates are facing a weak economy with limited job opportunities,
they should always follow their dreams.
“I think people have to think big and dream big and not be afraid to take risk,” he said. “The key
is getting on a path and sticking to it.”
Cleary said Steve Jobs’ initial success gave him an arrogant attitude but he soon learned
arrogance would only be a speed bump in his career.
“He was constantly learning,” he said. “He learned from some of the best people around.”
According to a press release, the presentation, which was part of the Year of the City
presentations and sponsored by several departments on campus, was free and open to the
public.
Katie Anderson can be reached by email at anderson.record@live.com