-- unfortunately.
This is an enjoyable, amusing, and easily digestible account of some of the multi-billion dollar horrors of the PC age. It's written in a very readable style by one of the guys who lived through a lot of it. He's not afraid to name names, and not (much) ashamed to admit that he was in the thick of some bad ones.
Long before the dot-bomb collapse around 2000, companies in the PC world had been shooting themselves in the foot, making (and repeating) insanely bad decisions, and doing everything they could to drive themselves into the ground. Many succeeded in killing themselves off, others (like IBM and Apple) did not. The recurring themes sound simply ridiculous, unless you live in this high-tech world. They they sound ridiculously familiar. They include:
* Expensive acquisitions of companies with nothing to offer,
* Demolition ("rewriting") of bread-and-butter products,
* Selling two, three, or more products that all do the same thing,
* Annoying and ignoring the customers until they all wander away, and
* Whatever it was, doing it again and again.
This mostly has an anecdotal, non-academic style, so it's an easy and enjoyable read. The dark side of that force is that Chapman isn't always strong on constructive suggestions or on the details of the analysis. Sometimes, though, it would have been psychoanalysis - personalities brash and aggressive when there wasn't that much to be brash about.
Chapman covers only the PC side of the world, so he missed some good ones. There was Apollo Computer, for example, and their steadfast determination to avoid advertising their strengths. Still, he gives plenty of cases, and gives good documentary support from the newsrags of the times.
I could have asked for a few more pointers on ways out of the stupidity trap. Simply seeing the examples is useful, though, and gives hope that readers will at least make different mistakes than the ones shown here.
//wiredweird
