Guts – The seven laws of business that made Chrysler the world's hottest car company."
Lutz is the former President and Vice Chairman of the Chrysler Corporation. He has useful insights about marketing, including notions that can help microISVs sell more software.
Following the herd, Lutz explains, can result in disaster for your company. In most cases, the prudent decision is to not get caught up in the currently popular fad. Translated into the software development industry, I believe Lutz would tell us that the world doesn't need another me-too application.
Lutz talks about alternatives to following other firms. One technique that he found useful for Chrysler was paying a lot of attention to detail. Make customers and prospects think that, if your company spends a lot of time ensuring that each small thing is done properly, your company is probably equally passionate about ensuring that the critical things are done right.
Never be confined by what is currently being done in the industry, Lutz urges. Instead, try to find a category buster – an idea which, if implemented intelligently, can put your company at the top of your software niche.
Lutz believes that our brands should be known for excellence in one or two specific areas. Never try to be all things to all people.
That's a great software marketing strategy, too.