12/9/2014

Don't Believe The Hype | John Chen | LinkedIn

John Chen

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Executive Chairman and CEO at BlackBerry

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Don't Believe The Hype

Don't Believe The Hype

December 08, 2014

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October 27, 2014

One of the lessons that I have learned over the years is the importance of being
straightforward. Its been especially true for me being the CEO of an iconic and global brand
such as BlackBerry.
There is always the temptation to make statements that feed sensationalism, or make
executive decisions that chase hype and trends. I have found telling it like it is the best thing
to do, even if it hurts in the short-run, because it builds a foundation of trust over the longterm. And that is the time frame I operate in.
For example, recently Ive been advised to capitalize on Kim Kardashians pronouncements
that BlackBerry phones are her heart and soul, or talk up plans to enter the China market,
however preliminary they are today. I am grateful for Kims loyalty and respect her passion for
BlackBerry, but it is not the right time for us to focus on the consumer market. Our focus right
now is on extending our legendary security foundation with new solutions for the enterprise.
Nothing is making us waver from that strategy.
That doesn't mean that we are giving up on our many phone fans, as you can tell from the
recently-released BlackBerry Passport and the soon-to-be-released BlackBerry Classic. But
we cannot and will not chase sensationalism. As for China, rest assured that we are
developing a well-thought out plan that will take into account many factors, including timing
and our long-term strategy. It wont be rushed because its exciting or turned away from
because of security concerns. And it wont include a takeover.
I will always take a rational approach and long-term view. As thrilling as riding the hype or
letting the crowd dictate my tactics may feel in the short run, it will hurt in the long run. Build
trust and be clear on your priorities and know that the right decision at the wrong time
is still the wrong decision. That philosophy should serve you and your organization well,
whatever situation you are in.

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Martin Calvert
Marketing Manager at SynGro | Voice of the Customer Technology
"I'm not going to talk about Kim Kardashian or our plans for China, instead I'll talk about Kim
Kardashian and our plans for China"
Like (12)

Reply

TOP

15 hours ago

Elizabeth Roman
Business Development Manager, Brown Packaging, NorCal ~ No Limits. No Boundaries.
No Competition. No Fear!
You are capitalizing on Kim's endorsement by saying you're not capitalizing on KK's
endorsement. Passive aggressive marketing? RIP, BlackBerry.
Like (8)

Reply(1)

15 hours ago

Frank O'Kelly
Out of curiousity I spent some time reading through some of the posts. A mixed bag of love
and hate mixed with the usual online "you can't touch me" sarcasm. I have followed John
Chen's career particularly since he took the reins at BlackBerry. I even wrote an article on what
he should do to fix the broken machine that was RIM. http://frankok.blogspot.co.uk/2013/11/what-are-key-performance-indicators.html
This post is in response to a vocal minority who are calling for BlackBerry to cash in on Ms.
Kardashians love for her old style BlackBerry's. Chen is simply putting the record straight on
why he won't do that. The same is true from the China angle. He mentioned at an interview that
he spoke with various business leaders in China, including the CEO of Lenovo. The share price
jumped on the Tsunami of news articles shouting out that Lenovo would buy BlackBerry asap.
This short few paragraphs is called putting the record straight. Of course you need to know
what the record is before you allow it to be put straight!
Like (8)

Reply(1)

14 hours ago

Wesley Yates
International Market Development Manager | Founder Of Harveys.Mx | Start-Ups
is this a press release or LinkedIn Post ?
Like (8)

Reply

15 hours ago

Darrell Poe
Director, Customer Engagement at ArmorText - Powered By: Gryphn Corporation
So... Just so we're clear - You're *not* capitalizing on the (non)hype by quoting KK and her
alleged love for BB in your post - even calling her out in the tag line promoting the story - and
then shoehorning in vague implications about your corporate goals into a non-story?
Oh right. I see what you did there... And so does anyone else reading this (non)story. This post
is the definition of "riding the hype" - just without any actual hype.
Like (8)

Reply(3)

15 hours ago

KEMP G. PILE
Sales Manager with Colonial Life | Small Business Advisor & Consultant | Trainer
The takeaway: "The right decision at the wrong time is STILL the wrong decision" Well said.
Like (8)

Reply

15 hours ago

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12/9/2014

Don't Believe The Hype | John Chen | LinkedIn

N Mark Castro
Strategy Communications Policy Politics
Ok ... good luck!
As far I can remember from the evolution of mobile phones and softwares, if you can't be innovative and
creative fast enough, you'll eventually lose out. I have yet to hear of a major comeback.
1. Motorola once led the pack in the mobile phone industry and has now joined the Android bandwagon.
2. Nokia once led as the top phone manufacturer in the world until its big fall and had been bought by
Microsoft. I heard they're going to make great Windows phones.
3. Sony partnered with Ericsson to have a share of that pie but have since parted ways.
4. 02, Palm, HTC and other premium priced PDA phones became the hype and got lost along the way.
5. Blackberry once dominated the smartphone industry until it, too, got lost in the mix.
Now Samsung dominates the pie and Apple -- a non-mobile phone company -- came out to become a
benchmark of smartphones, apps, and OS.
There was actually a time when every product that came out became the next iPhone killer.
Finding the balance between fast-acting and long lasting strategy seems to be a big challenge for
companies trying to recuperate. Earlier this year, Bloomberg actually came out with a report that projected
Blackberry to fall up to 0.3% market share. (http://www.bloomberg.com/news/2014-05-28/blackberry-marketshare-to-fall-to-0-3-in-2018-idc-says.html)
But I'm sure Mr Chen's strategy would redefine the industry and take up the spot it once had.
I think the problem isn't really just the hype. The problem is when the hype is true and you missed it.
Like (6)

Reply(1)

4 hours ago

Daniel Lang
Regional Technical Support Engineer at Abbott
John, hate to tell you this, put you are capitalizing on Kim's pronouncements by telling us you
will not capitalize on them.
Like (6)

Reply

15 hours ago

Danica Jackson
Skilled Trades & EMT Recruiter/Account Manager at Express Employment Professionals
I am an avid iPhone user- even though there are many things about the iDevices that bug mebut your straight forwardness and honesty is almost enough to sway me. Those are the type of
people you want to buy from. I may have to look into that when it's time for a renewal...
Like (6)

Reply

14 hours ago

Tom Geldner
Marketing, Communications & Business Guru
Let me translate. We won't chase hype because we have an outdated platform, a business
model that's in trouble, phones that fewer people want and our deal with Lenovo fell through.
Oh and I won't play off Kim Kardashian by mentioning her in my article either. Oh wait....
Like (5)

Reply(2)

16 hours ago

Juan Polanco
Multi-Awarded Sales Professional Public Speaker Presenter Educator Trainer
John I have to disagree with you here. You can't dictate your position in the market place, The
market will dictate where you belong. This is basic marketing 101. Look at Apple, I personally
believe there are products out right now that are superior to Apple. However, the marketing
foundation left behind by Steve Jobbs was flawless.
The problem here is that BB like many struggling business forget to focus on the most
important aspect of their industry sales! Sales is a crucial part of business, yet there always
seems to be certain arrogance about selling. Maybe you feel as if you dont need to sell
themselves or their product. They think that the product will sell itself. Youre wrong John! This
is why BB will continue to spiral downhill.

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12/9/2014

Don't Believe The Hype | John Chen | LinkedIn

Its not about who has the best product. Its about who can sell and ultimately market it better.
Thats who going to win.
Like (1)

Reply(4)

14 hours ago

Danette Lee Waldholz

"Our Passion is Your Well-being"
Understandable. Hey you can incorporate Kim Kardashian when you are ready to promote a
Butt Dialing feature!
Like (6)

Reply

15 hours ago

Scott Frost
Technology Executive and Product Leader
Ummm....Cliffs Notes Version: I won't hype Kimmy K. but let me tell you what she said! I won't
talk about China now but let me tell you we have a great plan for China stay tuned! BTW check
out our Passport and our soon to be released Classic model! Sorry...remind me how is this
post "building trust" again? IR/PR team succeeded with the click bait.
Like (2)

Reply(5)

12 hours ago

Edward S. Gilbert Jr
Director of Technology at E.S.G. JR. Consulting, Inc.
Your smart! Kim K. is a fad going south, let alone a soon to be marketing nightmare! It is much
better to lead then follow, we have enough followers of complete fad TV. Blackberry needs to
get back to Business, being the serious business Professionals secure communication and
Executive Business Suite team communication platform with business ready apps, sharing
Cloud Public/Private and Hybrid software. Kim K and Kanye named a baby North, however,
their stock has GONE SOUTH! Keep charging forward to your companies niche that
compliments the secure image for hacker safe communication networks!
Like (5)

Reply

15 hours ago

Salman Y.
Accounting at Deloitte & Touche Bakr AbulKhair & Co.
Very focused and serious words. However, telling it like it is, takes guts. Lots of them. Not
sure whether corporate people are used to that. Today is the age of "diplomacy".
Having said that, straightforwardness is a very respectable trait. Kudos on the good words!
Like (3)

Reply(1)

21 hours ago

Kenny McBride
Financial Services Industry - Strategist, Consultant, IT & Business Alignment Specialist
"I don't want to take advantage of Kin Kardashians loyalty to my product, but I will by saying
publicly, that I won't take advantage of it"
How disingenuous - Marketing is marketing no matter how hard you try to disguise it.....
Like (4)

Reply

16 hours ago

Kevin Marousek
Freelance awesome for-hire!
By invoking the name of a Kardashian, you have in fact attempted to cash in on the
sensationalism. That you claim not to be doing what you just did isn't actually a defense.
You're as two-faced as any other corporate CEO.
Like (4)

Reply(3)

14 hours ago

Lexington Alexander (7,000,000+)

World Class Archer/ Actor/ Comedian/ Gentleman
I am now going Blackberry
Like (4)

Reply

15 hours ago

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12/9/2014

Don't Believe The Hype | John Chen | LinkedIn

Sebastian Wilson
Software Developer
I feel sorry for employees that get BlackBerrys as company phones, its a shame and mostly an ill-educated
dissension. I see the annoyance from people that use your devices John Chen ! I wouldn't let a team devote
their time developing for your products.
Like

Reply(1)

15 hours ago

Lohan Santhirasekaran
A Growth-Oriented Intrapreneur
Surprised to see a comment about BlackBerry being an outdated platform. QNX based BB OS
10 is one of the most advanced platforms out there.
Like (4)

Reply(1)

8 hours ago

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