2. Appropriability
Patents judged important in 65% of pharmaceuticals, 30% in chemicals, but only 10% in electrical, instrumentation, motor vehicles, office equipment, rubber & textiles
Lead time advantages, learning curves, sales and service networks more effective than patents.

6. The Logitech Saga Fortune’s one of 25 cool places to work
CEO complained in a 4AM phone call to their advertising agency that Logitech’s ads “failed to breakthrough the clutter of “tech and spec” in the computer publication he was reading.”

7. The Logitech Saga
Woolward & Partners responded to the wake-up call by developing a campaign featuring a series of improbably human images that included fat men in beanies, a urinating baby boy, and fully-clothed nuns splashing in the surf

10. The Logitech Saga
“After a twelve-year roller-coaster ride of profit and loss, leadership and anarchy, attention and ignorance, Logitech is now plagued with recreating itself. The company has been plagued with inefficient manufacturing, mixed marketing messages, and ill-conceived product ventures. In 1995, despite a 40% market share, the company lost $17 million. The company with advertisements featuring a peeing baby or a nose picking (Henry) Kissinger is dead”

11. The Logitech Saga
“We didn’t want to be in mice. They seemed beneath our intelligence. We wanted to be a software company, like Microsoft.”
“I don’t know where I am going, but I’m on my way.”
“We are the most critical users of our products. Customer need recognition is limited by their understanding of technology - they don’t know what is possible.”

12. Sound Familiar?
“This is what customers pay us for - to sweat all these details so it’s easy and pleasant for them to use our computers. We’re supposed to be real good at this. That doesn’t mean we don’t listen to customers, but it is hard for them to tell you what they want when they have never seen anything remotely like this.”