Product Promotion

Joel Spolsky discusses about the differing strategies Apple and Microsoft have to product promotion, and asks: “Should you talk endlessly about your products under development, in hopes of building buzz, or should you hold off until you’ve got something ready to go?”

I have a policy lifted from Marlon Brando, playing a mob boss in The Freshman: “Every word I say, by definition, is a promise.” The best way to avoid breaking promises is not to make any, and that’s as good a reason as I need not to talk about future versions of our products. There are four other reasons for this in software development – Competition, Underpromise and Overdeliver, Flexibility and Simplicity.

I hope we can follow these ideas for Emergic. We didnt talk much about what we did publicly (other than the blog) till we were ready. That has helped generate some buzz in the past few weeks. But, we still have a long way to go.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.