NEW YORK (TheStreet) -- John Sculley, former CEO of Apple (AAPL) and Pepsico (PEP), sees many "interesting" companies out there including Starbucks (SBUX) and even Apple's one-time adversary Microsoft (MSFT).
Sculley, author of the business book Moonshot!, said Starbucks had great initial success but lost focus when founder Howard Schultz stepped back. With his return the company was transformed.
"He fixed the customer experience. He improved the quality of the experience in those stores, he expanded some products and he eliminated some other products. He trained the people, the baristas, better," Sculley added. "It's always about the customer experience. And it's such a simple idea, but it's not always the simplest things to be able to actually implement."
In his book, Sculley cites examples of companies that have faltered due to not meeting customer demands, including BlackBerry (BBRY). "I know John Chen well, he's a terrific turnaround CEO. He's done it before. [The company] should have brought him in three years earlier,'"said Sculley. "If anyone can turn BlackBerry around, it will be John Chen."
Sculley said he loved his BlackBerry device but the company became complacent and was a victim of its own success. The company didn't understand that what customers came to expect from a mobile device was the ability to send photos to one another, and it wasn't about just texting anymore.