The Magic and Moxie of Apple – An Insiders View

What it’s all about…

The Magic and Moxie of Apple - An Insiders View by Kelli RichardsThe Magic and Moxie of Apple delves into the best practices of Apple Inc. from the inside out and takes a close look at what makes Apple one of the leaders in the tech industry – and a global change agent. Author Kelli Richards not only worked at Apple Inc. for more than ten years, she also launched Apple’s earliest focus on music and drove all music initiatives during her tenure. She saw Apple hit rock bottom before Steve Jobs returned to the company and then watched from outside, as CEO of The All Access Group, as Apple Inc. began its climb to stardom and became the global leader it is today.

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About The Author

Kelli Richards is the CEO of The All Access Group, a thought leader in digital media and technology, and a member of The Futures Agency. With 20+ years experience connecting innovators in technology with creative leaders in entertainment, Richards is a highly sought-after consultant, mentor, speaker, producer, coach and Amazon Bestselling author. As the CEO of The All Access Group, Richards and her team facilitate strategic business opportunities in digital distribution between technology companies, established artists and celebrities, film studios, record labels, and consumer brand companies to foster new revenue streams and deliver compelling consumer experiences. Prior to All Access Group, Kelli served in senior roles at Fortune 100 companies, including Apple Inc., where she launched Apple’s earliest focus on music. She lives in Cupertino, CA in the heart of the Silicon Valley.


What People Are Saying

“I met Walter Isaacson, the brilliant biographer of Steve Jobs and others…his ability to secure a virtually unobstructed view of one of the most enigmatic and successful entrepreneurs in our history is reflected in a book I could not put aside…but Isaacson was never an insider, and Kelli Richards was. Her talents and insights provided growth and success within Apple. She knew Steve Jobs, and she was an integral part of the culture and history that Walter Isaacson can only report on through others’ eyes and ears…read on to find out how magic was made real from someone who knew what went on behind the curtain firsthand.”

Alan Weiss, Ph.D.
Author, Million Dollar Consulting and The Consulting Bible


“The Magic and Moxie of Apple, An Insider’s View is an intimate, no-holds barred recounting of the formative years of Apple’s foray into digital media, particularly music, and the behind-the-scenes work that went on to effect the “magic.”

Established music industry leader and ten year Apple exec Kelli Richards is uniquely qualified to provide intimate access into the secret ingredients that make Apple the world’s most valuable and admired company.

Personally working with Steve Jobs and many other top Apple managers, Richards was able to see firsthand the hows and whys of a recipe that led and still leads the digital world with its creation of leading-edge products that simply work well together and command the highest market and customer respect.

Interspersed with Jobs’ wisdom (and others’), Richards takes the reader on both a chronological and philosophical journey through Apple’s entry into the digital media arena, detailing many examples of success, a few stumbles here and there, and a corporate persistence of teamwork and love of career that ultimately garners a level of results excellence unparalleled and unequaled in the corporate world.

After reading this book, one has great appreciation for the dedicated, hardworking teams at Apple, co-creating much of the “magic and moxie” of the world in which so many of us live our lives everyday. Never again will the reader take for granted that the MacBook, iPod, iPhone or iPad would have “just happened.” They are the intelligent, persistent, structured result of people who love and believe in the work they do.

Richards concludes her book with documented hope for a bright Apple future, post-Jobs.  I, for one, am a believer.”

J. Brian Young


“The Magic and Moxie of Apple – An Insider’s View is a must read for all Apple fans and for every manager, executive and entrepreneur who hungers to learn Apple’s secret formula for innovation, branding and marketing. Kelli Richards weaves a brilliantly written book that takes you on her personal journey into the Apple kingdom.

She has an intimate insider view of what makes Apple so special. And it is truly about leadership, the team and the vision to “put a dent in the Universe”. That is what Apple accomplished. I have been an Apple apostle from the early days, since my mentor and business partner Linda Chandler helped with the Apple IPO in Silicon Valley. My main reaction when I read Kelli’s writing was “sheer delight!”

Now in this day and age of emails, blogs, tweets and instant messaging . . . most people cannot write. It is a lost art. But Kelli Richards has mastery over the art of telling a story and summing up the key lessons in an entertaining, inspiring and candid manner. She takes you on a magic carpet ride as Apple set forth to conquer new worlds. And Kelli is modest as I believe she is the one chiefly responsible for formulating, co-creating and executing the whole strategy that set up the iTunes platform that transformed digital content, the music industry, and the business model that resulted in Apple attaining No. 1 as the most profitable, recognizable brand in the whole world.

I cannot wait for Kelli Richards next book! Send this book out as gifts to all your friends, enemies, associates, staff, and lovers. They will thank you for it!”

Ko Hayashi
CEO – Chandler Partners International Ltd.

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