I periodically give lectures atsuch venues as technology trade shows, product managers' groups, and high-tech councils, and before beginning my talk, I always ask this question: "How many people have read the following books?" I then list some of the seminal publications on the history of high tech. These include such books as Apple by Jim Carlton, Gates by Steve Manes, and Hackers by Steven Levy. Invariably, only one or two hands go up; often, none do.

Then, I ask how many people have read the newest, hottest, the-promised-land-is-within-your-reach-if-you-just-follow-the-diktats-of-this-newest-business-guru wonderbook. ...

Get In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters, Second Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.