文档介绍：CYAN YELLOW
MAGENTA BLACK
PANTONE 123 CV
Chapman
“A funny AND grim read that explains why so many of the high-tech sales
departments I’ve trained and written about over the years frequently have Merrill
homicidal impulses towards their marketing groups. A must read.”
Foreword by Eric Sink
—Mike Bosworth
Author of Solution Selling, Creating Buyers in Difficult Selling Markets and coauthor of Customer Centric Selling
OVER 20 YEARS OF HIGH-TECH MARKETING DISASTERS In Search of Stupidity
n 1982 Tom Peters and Robert Waterman
Ikicked off the modern business book era with In Search of
Excellence: Lessons from America’s Best-panies. Unfortunately,
as time went by it became painfully obvious that many of panies Peters
and Waterman had profiled, particularly the high-tech ones, were something less
than excellent. Firms such as Atari, DEC, IBM, Lanier, Wang, Xerox and others
either crashed and burned or underwent painful and wrenching traumas you would
have expected panies to avoid. What went wrong?
Merrill R. (Rick) Chapman believes he has the answer (and the proof is in these
pages). He’s observed that high-panies periodically meltdown because
they fail to learn from the lessons of the past and thus continue to make the same
completely avoidable mistakes again and again and again. To help teach you this,
In Search of Stupidity takes you on a fascinating journey from yesterday to today as
it salvages some of high-tech’s most famous car wrecks. You will be there as
MicroPro, once the industry’s largest desktop pany, destroys itself by
committing a fundamental positioning mistake. You will live through the experience
of the former CEO of once mighty Ashton-Tate running pany onto the rocks
of fatally bad PR. You will marvel as Bill Gates manages to destroy more than two
decades of magnificent image building in the space of a few brief days. And in this
second edition you can read detailed analyses of what they did wrong and le