Horace, you spent nearly a decade at Nokia, where you worked as a business development manager and industry analyst. Did you foresee their current, increasingly dire situation?
I did not see an explicit downfall. I anticipated difficult times ahead and a deep crisis. My view of what would happen was published as my first Asymco post.
What led you to start Asymco?
I started a consulting company which I hoped would generate leads through a blog. The blog became far more exciting than consulting and it became my primary focus after about one year. I had no ambition to write for a living or to be a “blogger”. I did not anticipate there would be any interest on the topic I wrote [about] beyond a handful of people. In that regard, things played out as they do at most start-ups: what you end up doing is not anywhere near the target you aimed at.
Apple’s clearly one of your favorite topics. What about the company appeals to you?
Business education is predicated on storytelling, also known as the case method. Business management is not a discipline that has “axioms” defining basic truths, or if it does, they change frequently. Therefore business education (i.e. the MBA) is the equivalent of people teaching each other by telling stories around a campfire. The best stories get repeated more often and are better ‘teaching tools’. So it is with Apple. It’s a great medium for story telling because people can see the stories unfolding in real time or at least within their lifetimes. They are not about a distant past or an abstract industry. There is also a lot of passion around the brand, both positive and negative and so it leads to more attention.
Read more here: Exclusive interview with Asymco’s Horace Dediu | The Tech Block.