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In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters ReviewIn 1982, Tom Peters told the world about how excellent companies were turning around the US economy. What Peters failed to recognize was that many of the companies that he was looking at weren't actually "excellent" but were in fact huge clunking dinosaurs that were producing buggy whips in the age of the automobile. New, smaller companies came around and ate the lunch of the big "excellent" guys and then proceeded to make either the exact same stupid mistakes as the big guys or new and more innovative stupid mistakes.This book basically deals with the stupidity found in high tech companies of the 1980's and 1990's. Why is Microsoft such a huge company today? It isn't because their products were better or because they cheated other companies out of their rightful place in the market. It's because they weren't as stupid as their competition. Merrill Chapman takes us through the comedy of errors that companies like Digital Research, WordStar, Lotus, and Ashton-Tate went through as they tossed their market leads aside in fits of stupidity. You can't help but laugh (or cry) at the amazing levels of stupidity that these companies exhibited. Examples: WordStar was once one of the finest word processing programs in the world. But somehow the company ended up owning two competing mediocre products. Lotus was the leader in spreadsheets but ignored the rise of Windows and allowed themselves to be knocked out of first place by Excel. These and many more examples are well documented in this book.
The book is not an in-depth study of the business world. You won't find very much analysis of why a particular company made such obviously fatal errors. Why did Borland pay an outrageous sum to buy Ashton-Tate at a time when Ashton-Tate had virtually nothing that Borland needed? You won't find the answer here. What you will find is an amusing, well-written (without being vicious) examination of the collapse of perfectly good companies under the weight of their own serious errors of judgment.
There is a moral to be learned from this book. It isn't necessary to be excellent. In fact, excellence can be expensive and drive up your costs so much that they make your products uncompetitive. The secret is not to be excellent, in fact you don't even have to be very smart. All you need to be is less stupid that your competitors. Just ask Microsoft.In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters OverviewIn Search of Stupidity is National Lampoon meets Peter Drucker. In Search of Stupidity is a funny and well written business book that takes a look at some of the most influential marketing and business philosophies of the last twenty years and, through the dark glass of hindsight, provides a educational and vastly entertaining examination of why they didn't work. And make no mistake, most of them did not work. Richly illustrated with cartoons and reproductions of many of the actual campaigns used at the time marketing wizard Richard Chapman takes readers on a hilarious ride through the last twenty years. Filled with personal anecdotes spanning Chapman's remarkable career (he was present at many now famous meetings and events) In Search of Stupidity takes a no holds barred look at the uncreative and hopeless marketing ideas surrounding the technology industry. It offers clear, detailed analysis of what happened, why, and what you can do to avoid acting stupidly in the future. This book offers unique insights into the avoidable mistakes made by some of the country's largest and best known high tech companies as well as succinct, to-the-point advice on how companies can avoid acting stupidly. It is aimed at people in the high tech industries, both software and hardware sides of the business. The software side is more heavily represented since software is more glamorous and highly covered than the hardware. Because it is a business book, I believe it also has appeal to the general business book market and the title should attract anyone interested in the various marketing disciplines.
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