Getting It Right the First Time: How Innovative Companies Anticipate Demand by John Katsaros;Peter Christy

Author:John Katsaros;Peter Christy
Language: eng
Format: epub, pdf
Published: 2011-10-04T18:49:21+00:00

Poster Boy Marketing

Inktomi was the brainchild of a UC Berkeley computer science professor and his star student whose research work focused on "clustering"-how you could aggregate large numbers of computers to work on a common task, something that has been done recently with amazingly good results in astronomy. They saw the opportunity, but they also knew cool-their name was cool, their logo was cool, and their technology exotic-and therefore very cool. But their basic product focus, caching, was completely obscure. To create attention for their company, Inktomi orchestrated such an effective public relations campaign that the fact that almost no one understood what their products was for did not matter. In spring 1998, in rapid-fire sequence, Inktomi announced Sun Microsystems as a major partner/investor, the availability of their product, its poster boy first customer (AOL!), and that they were going to be taken public almost immediately by one of Wall Street's most prestigious firms. Within a few days, the company had gone from being an obscure tech company with an unpronounceable and unspellable name to the "I think I need to know about these guys" category. After all, if AOL and big Wall Street firms were interested, it must to be important. A little theater brought a huge returnHollywood would have been proud!

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