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Overview and software marketing ideas
The author asked successful people, "What do you know now that you wish you'd been told twenty-five years ago?". Since he was in the advertising industry, a lot of the people he asked were ad people, too.
The responses that he received are fascinating. You're going to like a lot of these old-timers' advice.
Much of the advice is contradictory. But that's okay - lots of software marketing advice needs to be sorted out by each software developer. Some CEOs advise people to spend more energy following the rules, while others advise youngsters to follow their dreams.
Software developers can benefit from Richard Edler's marketing advice
The book isn't about the software industry. But most of the advice applies to people in all industries.
The book starts with a quote from Dr. Gerald D. Bell, a professor at the University of North Carolina's Graduate School of Business: "You are 100 percent responsible for your own happiness. Other people aren't responsible. Your parents aren't responsible. Your spouse isn't. You alone are. So if you are not happy, it's up to you to change something. It's not up to someone else to 'fix it' for you." Imagine how quiet the alt Usenet groups would be if people followed that piece of advice!
"Have a goal. A goal is just a dream with a deadline." - Marjorie Blanchard, author.
Edward Kosner, the editor-in-chief of Esquire Magazine, said "Nearly all the missteps I've made over the years editing Newsweek, New York Magazine, and now Esquire came because I convinced myself that I had to act precipitously or decisively when, in fact, there was plenty of time."
Should microISVs and software publishers read If I Knew Then What I Know Now?
All of the tidbits above are from the first 15 pages. The next 225 pages contain equally stimulating advice.
It's not a book of gentle advice. For example, Dick Butler, an advertising executive and international consultant, said "Life isn't fair. It isn't going to be fair. Stop sniveling and whining and go out and make it happen for you. In business, I see too many people who expect the financial tooth fairy to come at night and remove that ugly dead tooth from under the pillow, and substitute profitability just in the nick of time at the end of their fiscal year."
You can read the book in an hour and a half - if you don't want to think about the advice you're being given. It takes quite a bit longer to read if you take the time to think about how these experienced business people's ideas can help you in your software business. I highly recommend "If I Knew Then What I Know Now". It contains a lot of software marketing advice for developers.
One last bit of advice - "Do the important, not the urgent." I interpret that to mean that, if you're reading this newsletter in a newsgroup, you should sign up and get it delivered to your inbox each month.
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