

In 1982, Tom Peters and Robert Waterman, based on their study of forty-three of America’s best-run companies from a diverse array of business sectors, published the book In Search of Excellence: Lessons from America’s Best-Run Companies. The book described eight basic principles of management—basis for action, proximity to customer, autonomy and entrepreneurship, productivity through people, hands-on and value-driven, sticking to the core competencies, simple form and lean staff, and simultaneous loose-tight properties—that made these organizations successful. But a few years later, it became apparent that many of the organizations that Peters and Waterman had portrayed as the paragon of excellence were not as good as they believed.
Companies like Atari, Data General, DEC, IBM, Lanier, NCR, Wang, Xerox, etc., all listed as excellent companies by Peters and Waterman, crashed, burned or closed shop along with many other organizations. The companies, the excellent ones, were supposed to do well and become more and more successful; but they stumbled, crashed and died. What went wrong? Who are to blame? Is there a common reason for the failures?
Merrill R. Chapman is a high-technology and software consultant who have done almost all jobs in the high-tech industry from programmer, salesman, sales engineer, marketing professional, product manager, consultant and so on for a number of companies including MicroPro, Ashton-Tate, IBM, Inso, Microsoft, Novell, DataEase, Sun Microsystems, etc. According to Chapman, the high-tech companies burned down and closed shop because they failed to learn for the past mistakes (theirs and others) thereby making the same stupid mistakes again and again. In the book, In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters, he chronicles the history of the high-tech industry during the 1980s and 1990s, highlighting the stupid mistakes made by the so called ‘excellent’ companies and how they perished because of their on foolish decisions and actions.
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