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Overview of Success Leaves Clues by John Stanton
Success Leaves Clues is a marketing strategy book whose main premise is that we can improve our companies' performance by learning what the best marketers do. Learn what works by studying success, and mimic that success.
The marketing book is divided into three sections:
(1) The first 50 pages provide an excellent overview of marketing. Unlike marketing textbooks, the material and examples are down to earth.
(2) The next 80 pages discuss ten rules of developing and executing your marketing strategy. The material is good, with a lot of helpful examples.
(3) The final 100 pages talk about offensive, defensive, and avoidance marketing strategies. I enjoyed this part of the book least. Perhaps it was the continual use of war terminology, or perhaps it was the repetition (and application) of the earlier material. However, the chapter on niche marketing is particularly good for software developers with niche applications.
Software developers and John Stanton's Success Leaves Clues
Too many software developers do no marketing planning at all. Developers see the job at hand as an exercise in technology, to which they add uploading to the download sites, doing press releases, and perhaps buying search engine keywords. Many software developers need to understand what software marketing is all about, and this book provides a painless, often inspirational way of getting this information. The first 130 pages of this book provide a fine, practical checklist of marketing issues that software developers need to address to be successful.
Should software developers read Success Leaves Clues?
Success Leaves Clues is an easy read. If you haven't taken the time to get your arms around the practical effects that good software marketing planning could have on your company, then this book would be very helpful.
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