In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters, Second Edition

PREFACE

In the first edition of In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters, I made a deliberate decision to avoid giving specific advice about how companies could avoid being stupid. At the time, I thought the process was fairly obvious; study the mistakes of the past, apply self-observation to your current behavior, and if you see yourself repeating a previous example of idiocy, stop and do something else. As I point out in Chapter 1, the claim that high-tech companies are constantly running into "new" and "unique" situations that they cannot possibly be expected to anticipate and intelligently resolve is demonstrably false (particularly if you read In Search of Stupidity). The truth is that technology companies are ...