IAB202 Lecture Notes - Lecture 13: Switching Barriers, Takers, Megaphone
Document Summary
Secrets of software success: type of business (service or product) Exceptional software leaders: essential leadership characteristics, teams at the top, the mindset to win the race. It"s important to move fast because that"ll lead to mistakes that can be corrected: they aim high, they are builders of highly dynamic organisations, they build flat, team-based organisations, they create a culture that attracts and retains talent. Marketing gods make software kings: marketing champions make the world"s top software, while software is a technical business, the fate of the products companies largely depends on the marketing. Successful software product companies spend massive amounts on marketing and sales, on average more than twice their r&d costs. Software product companies know that it"s not enough to be one of the top players in a particular product segment - it is crucial to be the top player (market leadership)
