This panel discusses all aspects of the famous Intel “Crush” campaign which unfolded in 1980. In late 1979, Intel realized that it was losing its image and market share leadership in microprocessors. This was a make or break time for the company and when the alert came from the field as to the dire state of things, the top management organized a full court press across the entire company to win back their leadership position. A team of nine executives, five of whom are included on this panel, spent the next year driving towards a goal of 2,000 design wins for the 8086 microprocessor. It seemed like an insurmountable goal, but with sales, marketing, engineering and the entire executive staff driving in one direction, they were able to reestablish Intel’s leadership position and surpass the goal with 2300 design wins.
All panel members recalled that year as being one of most remarkable, energizing, rewarding, and fun years of their entire careers. The Crush campaign is one of the most remarkable and frequently taught lessons in business management and marketing even to this day.