Walt Mossberg

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Steve Jobs was one of the greatest conceptual thinkers—and creators—of all time. Lots of entrepreneurs can visualize a product or service and produce it.

IBM made computers. Bill Gates makes software. Steve Jobs closed the loop. He not only saw oversaw every aspect of the hardware and software, he got inside the head and under the skin of the users, thought what they thought, felt how they felt and literally became a user.

Jobs was what I call a “Method Marketer.”

As a result, Steve Jobs was a consummate marketer as well as an entrepreneur. For example, Jobs told Walt Mossberg that he was intimately involved in the design of the Apple retail stores right on down to approving “tiny details like the translucency of the glass and the color of the wood.”

Eric Schmidt spent 10 years as chief executive of Google Inc., taking the company from a rapidly growing search engine to a global behemoth that provides operating systems for mobile phones and Web-based software for consumers as well as being the synonym for finding stuff online. Mr. Schmidt, who recently handed over the CEO job to Google co-founder Larry Page, is now the company's executive chairman. He spoke with Kara Swisher and Walt Mossberg about the new platform wars, keeping information private and using technology for good and evil.

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