Table of Contents from
In Search of Stupidity: Over 20 Years of High-Tech
Marketing Disasters
Foreword to the Second Edition
Foreword to the First Edition
About the Author
About the Artist
Acknowledgments
Preface
Chapter One: Introduction
Chapter Two
First Movers, First Mistakes: IBM, Apple, Digital Research, Microsoft
The Big Bang—Altair, IBM and Apple
Great Green Rising—Digital Research and Microsoft
Chapter Three
A Rather Nutty Tale: IBM and the PC Junior
Chapter Four
Positioning Puzzlers: MicroPro and Microsoft
Death by Doppelganger—MicroPro and WordStar Vs WordStar 2000
Two Software Nags—Windows 95 Vs NT
Chapter Five
We Hate You, We Really, Really Hate You: Ed Esber and Ashton-Tate
Chapter Six
The Idiot Piper: IBM and OS/2
Chapter Seven
Frenchman Eats Frog, Chokes to Death: Borland
and Philipe Kahn
Chapter Eight
Brands for the Burning: Intel and Motorola
The Great Pentium Bunny Roast
A Day in the Life of Alfred E. Motorola
Chapter Nine
From Godzilla to Gecko: The Long, Slow Decline of Novell
Chapter 10
Ripping PR Yarns: Microsoft and Netscape
Bill Gates vs. the DOJ—Sometimes We All Go a
Little Bit Crazy
Netscape and Marc Andreessen—Will You
Please Just Shut Up?
Chapter 11
Purple Haze All Through My Brain: The Internet and ASP Busts
Child of the Sixties—The Internet
The Last Days of Disco—The ASP Craze
Chapter 12
The Strange Case of Dr. Open and Mr. Proprietary
Chapter 13
On Avoiding Stupidity
Chapter 14
Stupid Analyses
Afterword:
Stupid Development Tricks: An Interview With Joel Spolsky
Glossary of Terms
Selected Bibliography
Index
