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Overview of That's Outside My Boat by Charlie Jones
While covering the rowing, canoeing, and kayaking events at the Olympics, veteran broadcaster Charlie Jones found that an attribute shared by the winners was the ability to ignore the weather, the choppiness of the water, and everything else that was outside their boats. By ignoring things they can't control, winners concentrate on the things that are in their boats, and the results are impressive.
The authors asked more than fifty leaders from all walks of life to talk about how they concentrated on what was important, and how they let go of the things that they can't control. The authors learned lots of good information that software developers can use to improve their software marketing.
Software developers and That's Outside My Boat
Here is a tiny sample of the ideas from this book that you can use to enhance your software marketing -
Carve out blocks of time when you can isolate yourself from your daily problems, and concentrate on your business. Bob Wright, Chairman and CEO of NBC, points out that "no matter what you're doing, you're going to do it better and you're going to enjoy it more if you can, for a certain period of time, remove yourself from unrelated pressures and concerns."
Deal with your failures. Sumner Redstone, CEO of Viacom, said, "Major successes are not built on success. They are built on failure, on frustration, sometimes even calamity, and how you deal with it, and how you turn it around from a negative to a positive."
Keep track of your competitors' software. While you can't agonize every day over the feature-and-benefit leapfrogging that goes on in the software industry, an awareness of competitive threats has to be inside your boat.
Once you have set your goals and developed a plan, do the work. NFL Hall of Fame running back Walter Payton said, "You can't worry about people who are ahead of you or behind you. Your concentration has to be on what you're doing. Once you lose that concentration, that's when things go awry."
Don't be hampered by marketplace history when you're thinking creatively about what application to develop next. Otherwise, you'll find yourself developing and marketing another me-too software product.
Should mISVs and developers read That's Outside My Boat?
There aren't any startling revelations in this book. But sometimes it's nice when successful people remind you about the principles that have helped them succeed - principles that you can use in your software marketing.
Unlike a lot of self-help books that provide mystic principles for why you should follow the authors' advice, That's Outside My Boat has practical advice from real people. One last quote from the authors - "Worrying is rehearsing for failure."
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