Marketing disasters

In Search of Stupidity: Over 20 years of high-tech marketing disasters by Merrill "Rick" Chapman. Since the beginning of the computing industry, technology companies have wondered about the value of marketing. This book explains the winners and losers in the context of marketing disasters. Rather than search for excellence, Chapman searches for explanations of how once high-flying companies fail. Positioning mistakes abound, as do mistakes resulting from executive and engineering arrogance. Using a combination of personal anecdotes and astute industry observation, Chapman proves he has been there. He shows us marketing and operational mistakes for companies like IBM, Apple, Lotus, and Novell, as well as almost forgotten MicroPro, Ashton-Tate, and Borland. Chapman has a clever and funny style, making the book very readable.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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