11 of 35

Write now Article Tools

Page 3 of 6

- but only in a supporting role. Most customers can't tell the difference anyway. The key is understanding what the consumer values and exploiting the technology to offer that value. Consider two examples of technically superior products which lost in the marketplace. This approach is so effective that its impact often escapes notice.

The Difference Between CP/M and MS/DOS?

Only few can recall the quiet but deadly battle between CP/M by Digital Research and DOS by Microsoft. For the technically astute-which were very few among the decision makers-CP/M was the superior system. For the rest of us who make up the majority of the market place, an operating system equated to a Star Wars hyper-drive. Automobile manufacturers are much better at selling their highly technical product by not involving their customers in the technical aspects of the car. For example, how many people buying a car even care who makes the electronic ignition system? I didn't even notice when most cars upgraded from carburetors to fuel injection.

Anyway, like many people I wasn't so much interested in a personal computer as a spreadsheet machine. Now the salesperson tells me that besides the computer, monitor, keyboard, and floppy drive, I need an operating system.
"Is it optional?"
Choking back a laugh he smiles politely and says unequivocally, "No."
Sizing me up quickly he decides that a technical explanation would only confuse me more. "The operating system allows the spreadsheet to talk to the computer. You can choose either DOS or CP/M."
With childlike faith I believe him and ask, "What's the difference?"
"Sixty bucks."
Exit CP/M as Microsoft takes center stage.

NT Server vs. NetWare: Which is More Fun to Use?

I was working at Novell when NT Server first came out. We took great delight in making up derogatory names for NT such as "Not There" and "Next Time." Significantly, when I asked some of the engineers who were testing NT Server what they thought of it, they generally agreed, "It's not as robust as NetWare, but it sure is fun to install." We naively believed that NetWare's innate technical superiority would win out in the marketplace. As time went on it was painful to hear reports that NT Server was perceived to be easier to administer. Most users by this time had grown accustomed to an operating system which required frequent coaxing via the three-finger salute (reboot). They didn't know "real" operating systems rarely crash on their own. All they knew is that NT Server's user interface

• << previous page
• 1
• 2
• 3
• 4
• 5
• 6
• next page >>

Add your voice

Know something about Tips for efficient leadership?
We want to hear your view. Write now!