Every word on your website is marketing. Every time someone uses your product, it’s marketing. According to authors Jason Fried and Daven Hansson, founders of software firm 37signals.com, Marketing isn’t a department. Accounting is a department.
Thisbook is a speed-read of reality, like “Bernbach on Advertising.” It is an energetic exhortation to develop fast, lean programs and products and to resist the temptation to complexify. If your biggest client wants more bells and whistles in the software, let your customer outgrow your product. Don’t make it more complicated to appease one customer because that customer will eventually move on and you will be left with a bloated product that lost its original charm. Small is good. Fast is good. Big companies wish they were nimble. Stay nimble.
They believe in creative solutions rather than using a bigger hammer. They don’t think the customer is always right. They quote Henry Ford, “If I had listened to my customers, I would have built a faster horse.” As for creativity, ideas are a dime a dozen, execution is everything. But inspiration, that moment when you can see the path clearly, is perishable. When you are on a roll, don’t stop. Just make sure you are working on something that is important.
You can download a PDF excerpt of the book at http://37signals.com/rework/ Recommended.
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