Marketing high technology

What Hacker News says

1. lansteinMar 2023
   Advice to Founders and CEOs

   - Dear Founder (Maynard Webb) - The Hard Things About Hard Things (Ben Horowitz) - Straight Talk for Startups (Randy Komisar and Jantoon Reigersman) - The Founders’ Dilemmas (Noam Wasserman) - The Entrepreneur’s Daily Nietzsche (Brad Feld and Dave Jilk) - Build (Tony Fadell) - Zero to IPO (Frederic Kerrest) - The Great CEO Within (Matt Mochary)

   Finance

   - Wharton's Introduction to Financial Accounting course: [https://www.coursera.org/learn/wharton-accounting](https://w... - How Finance Works: The HBR Guide to Thinking Smart About the Numbers (Mihir Desai) - Financial Intelligence for Entrepreneurs: What You Really Need to Know About the Numbers (Karen Berman and Joe Knight)

   Open-Book Company (Employee Ownership, Financial Literacy, Goal-setting)

   - The Great Game of Business (Jack Stack and Bo Burlingham)

   Legal

   - Acceleration (Ryan Roberts) - The Entrepreneur’s Guide to Law and Strategy (Constance Bagley and Craig Dauchy)

   Company Strategy and Direction (post-product/market fit)

   - Crossing the Chasm (Geoff Moore) - Zone to Win (Geoff Moore) - Only the Paranoid Survive (Andy Grove) - Blitzscaling (Reid Hoffman and Chris Yeh) - The Innovator's Dilemma (Clayton Christensen) - Good to Great (Jim Collins) - Playing to Win (A.G. Lafley and Roger Martin) - Tape Sucks (Frank Slootman) - Strategy vol. 1&2 (Harvard Business Review)

   Pricing

   - Monetizing Innovation (Georg Tacke and Madhavan Ramanujan) - Confessions of the Pricing Man (Hermann Simon)

   Startup Phase

   - The Lean Startup (Eric Ries) - The Four Steps to the Epiphany (Steve Blank) - Zero to One (Peter Thiel)

   Management/Leadership

   - The Effective Executive (Peter Drucker) - Managing Humans (Michael Lopp) - The Art of Leadership (Michael Lopp) - High Output Management (Andy Grove) - Managing Oneself (Peter Drucker) - Essentials: Management (First Round Capital) - The Making of a Manager (Julie Zhuo) - The Powell Principles (Oren Harari) - Radical Candor (Kim Scott) - Leading Matters (John L. Hennessy) (fantastic book list in the coda) - Turn the Ship Around (L. David Marquet) (this is THE book on delegation) - Principles (Ray Dalio)

   COO/Succession Planning

   - Riding Shotgun (Nathan Bennett and Stephen A. Miles)

   People Performance/HR/Culture

   - Powerful (Patty McCord) - No Rules Rules (Reed Hastings and Erin Meyer) - Netflix culture deck - The Five Dysfunctions of a Team (Patrick Lencioni) - Work Rules! (Laszlo Bock) - It Doesn’t Have to Be Crazy at Work (DHH and Jason Fried) - The Culture Map (Erin Meyer) - The Talent War (Mike Sarraille and George Randle) - Great People Decisions (Claudio Fernández-Aráoz) - The Holloway Guide to Technical Recruiting and Hiring (Ozzie Osman) - Punished by Rewards (Alfie Kohn)

   Purpose, Passion, and Self

   - Start with Why (Simon Sinek) - What You Do is Who You Are (Ben Horowitz) - Drive (Daniel Pink) - Mindset (Carol Dweck) - Grit (Angela Duckworth) - The Almanack of Naval Ravikant (Eric Jorgenson)

   Fundraising/VC

   - Secrets of Sand Hill Road (Scott Kupor) - Venture Deals (Brad Feld and Jason Mendelson) - Raising Venture Capital (Andy Sparks) - The Business of Venture Capital (Mahendra Ramsinghani) - Done Deals (Udayan Gupta) - The Power Law (Sebastian Mallaby) - VC (Tom Nicholas)

   Board

   - Boardroom Excellence (Paul Brountas) - Startups Boards (Brad Feld and Mahendra Ramsinghani)

   M&A

   - Winning (Jack Welch) - M&A chapter - Connecting the Dots (John Chambers) - M&A chapter

   Marketing

   - Data-Driven Marketing (Mark Jeffery) - Positioning (Al Ries and Jack Trout) - Scientific Advertising (Claude Hopkins) - Traction (Gabriel Weinberg and Justin Mares) - Behind the Cloud (Marc Benioff and Carlye Adler) - Ogilvy on Advertising (David Ogilvy) - Marketing High Technology (William Davidow)

   Psychology

   - Influence (Robert Cialdini)

   Negotiation

   First, read Influence (under Psychology), then, in order

   - Thinking in Bets (Annie Duke) - Getting to Yes (Roger Fisher and William Ury) - Never Split the Difference (Chris Voss) - The Bald Truth (David Falk)

   Self

   - The 7 Habits of Highly Effective People (Stephen Covey)

   Design and UX

   - Creative Confidence (Tom Kelley and David Kelley)

   AI (Machine Learning, Deep Learning/Neural Networks)

   - Andrew Ng's AI for Everyone course: [https://www.coursera.org/learn/ai-for-everyone](https://www....

   Growth (Data Science, etc.)

   - Hacking Growth (Sean Ellis and Morgan Brown)

   Graph Theory

   Product

   - Inspired (Marty Cagan) - Joel on Software (Joel Spolsky)

   Customer Loyalty/Customer Success

   - Delivering Happiness (Tony Hsieh) - Setting the Table (Danny Meyer)

   Finding a Startup Job

   - Entering StartupLand (Jeffrey Bussgang)

   CIO as ICP

   - The CIO Paradox (Martha Heller) - Be the Business (Martha Heller)

   Stories

   - Made in America (Sam Walton) - Shoe Dog (Phil Knight) - The Everything Store (Brad Stone) - Built from Scratch (Bernie Marcus and Arthur Blank) - Hard Drive (James Wallace) - Steve Jobs (Walter Isaacson) - Elon Musk (Ashlee Vance) - Creativity, Inc. (Ed Catmull) - The Ride of a Lifetime (Bob Iger) - Valley of Genius (Adam Fisher) - The Idea Factory (Jon Gertner) - Dealers of Lightning (Michael Hertzik) - Idea Man (Paul Allen) - Pour Your Heart Into It (Howard Schultz)

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2. mindcrimeSep 2022
   That would be a long list, given that I read a lot of books and would generally say that most of the books I've read were worth investing time in to some extent. But for what it's worth, here's a subset, cribbed from my previous HN comments:

   Something Deeply Hidden - Sean Carroll

   The Universe Speaks in Numbers: How Modern Math Reveals Nature's Deepest Secrets - Graham Farmelo

   The Man Who Loved Only Numbers: The Story of Paul Erdos and the Search for Mathematical Truth - Paul Hoffman

   The Man Who Knew Infinity: A Life of the Genius Ramanujan - Robert Kanigel

   Lost in Math - Sabine Hossenfelder

   The First Three Minutes - Steven Weinberg

   Hyperspace - Michio Kaku

   Not Even Wrong - Peter Woit

   The Trouble With Physics - Lee Smolin

   About Time - Paul Davies

   Time Reborn - Lee Smolin

   The Elegant Universe - Brian Greene

   The Hidden Reality - Brian Greene

   The Fabric of the Cosmos - Brian Greene

   Quantum Space: Loop Quantum Gravity and the Search for the Structure of Space, Time, and the Universe - Jim Baggott

   The Universe Speaks in Numbers: How Modern Math Reveals Nature's Deepest Secrets - Graham Farmelo

   Three Roads To Quantum Gravity - Lee Smolin

   Programming the Universe: A Quantum Computer Scientist Takes on the Cosmos - Seth Lloyd

   Higgs - The invention and discovery of the 'God Particle' - Jim Baggott

   Analogy Making As Perception - Melanie Mitchell

   Society of Mind - Marvin Minsky

   Engineering General Intelligence, Part 1 - Ben Goertzel

   Engineering General Intelligence, Part 2 - Ben Goertzel

   The AGI Revolution - Ben Goertzel

   Hackers & Painters by our very own Paul "pg" Graham

   Hackers: Heroes of the Computer Revolution - Steven Levy

   The Soul of a New Machine - Tracy Kidder

   Cyberpunk: Outlaws and Hackers on the Computer Frontier - Katie Hafner & John Markoff

   Artificial Life: A Report from the Frontier Where Computers Meet Biology - Steven Levy

   Ghost In The Wires - Kevin Mitnick

   The Art of Deception - Kevin Mitnick

   The Art of Intrusion - Kevin Mitnick

   Godel, Escher, Bach: An Eternal Golden Braid by Douglas Hofstadter

   The Fountainhead - Ayn Rand

   It's Not About The Bike - Lance Armstrong

   Ultramarathon Man - Dean Karnazes

   Charles Proteus Steinmetz: The Electrical Wizard of Schenectady - Robert Bly

   Report From Engine Co 82 - Dennis Smith

   Positioning: The Battle for Your Mind - Al Ries, Jack Trout and Philip Kotler

   The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! - Al Ries and Jack Trout

   Re-Positioning: Marketing in an Era of Competition, Change and Crisis by Jack Trout and Steve Rivkin

   The 22 Immutable Laws of Branding - Al Ries and Laura Ries

   Differentiate or Die: Survival in Our Era of Killer Competition - Jack Trout and Steve Rivkin

   Marketing High Technology - William H. Davidow

   Marketing Warfare - Al Ries

   The Discipline of Market Leaders - Michael Treacy and Fred Wiersema

   Crossing The Chasm - Geoffrey Moore

   How to Measure Anything - Douglas Hubbard

   Fooled by Randomness - Nassim Nicholas Taleb

   The Black Swan - Nassim Nicholas Taleb

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3. magoghmJul 2020
   For much more detail about Operation Crush you can read "Marketing High Technology" by William Davidow https://www.amazon.com/Marketing-High-Technology-William-Dav...
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4. kristopolousApr 2020
   Here's some books

   https://en.wikipedia.org/wiki/Crossing_the_Chasm

   https://en.wikipedia.org/wiki/The_Innovator%27s_Dilemma

   https://www.davidow.com/books/marketing-high-technology/

   https://www.amazon.com/Four-Steps-Epiphany-Steve-Blank/dp/09...

   Each of those books are projects (the order I put them in is more or less recommended) ... that's probably a couple months of careful study.

   If you want to intersperse it with light reading, the following non-fiction novels are really good examples of the principles in practice (in not always obvious ways):

   https://en.wikipedia.org/wiki/Masters_of_Doom

   https://en.wikipedia.org/wiki/The_Soul_of_a_New_Machine

   You can get used copies on ebay for about $3 each.

   Thoughtfully engaging with the material is likely worth 1,000 times that.

   Also the commonly cited Reid Hoffman, Seth Godin and Peter Thiel books I think are mostly a waste of time. Al Ries is ok (and quick) and Jim Collins is good if you're trying to turn around a 5,000 person company, but oh, if only I was so lucky.

   Anyway, if you want to come back after reading those, I can give additional recommendations

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5. mindcrimeDec 2018
   I'm a Seth Godin fan, and usually recommend several of his books to people who are interested in marketing. But outside of his material, my list of marketing books would include:

   1. Positioning: The Battle for Your Mind by Al Ries, Jack Trout and Philip Kotler

   2. The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout

   3. Re-Positioning: Marketing in an Era of Competition, Change and Crisis by Jack Trout and Steve Rivkin

   4. The 22 Immutable Laws of Branding by Al Ries and Laura Ries

   5. Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout and Steve Rivkin

   6. Marketing High Technology by William H. Davidow

   7. Marketing Warfare by Al Ries

   8. The Discipline of Market Leaders by Michael Treacy and Fred Wiersema

   9. Crossing The Chasm by Geoffrey Moore

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6. GFischerJul 2015
   Check out Jakki Mohr's book "Marketing of High-technology Products and Innovations", she expands on Moore's book and gives several strategies for expanding your market (some of them are Moore's, like the Bowling Alley/Bowling Pin). Maybe the quote you mention refers to that - the early adopter market might not be the target you want, but you can target them first to get experience and attack more attractive markets later.

   Personally, I believe that you NEED at least one excited early adopter for any product to succeed. If you can't find any, then you aren't solving a real problem.

   https://books.google.com.uy/books/about/Marketing_of_High_te...

   www.amazon.com/Marketing-High-Technology-Products-Innovations-Edition/dp/0136049966

   See also:

   http://gsl.mit.edu/media/programs/india-bms-summer-2013/mate...

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