The Art of ‘Ware [version 2.0]

[Copyright 1995, 2008 by Bruce F. Webster. All rights reserved. Last updated: 06/01/2007]

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I have been asked if a downloadable, printable copy of The Art of ‘Ware [version 2.0] will be available. The answer is now: yes (PDF, 562 KB, 104 pp. 8.5″ x 11″, suitable for three-hole punching). This is not a final draft by any means

NOTE [04/12/08]: I am in my second round of revisions to The Art of ‘Ware [version 2.0], including doing a detailed comparative analysis of the most recent translations of Suntzu pingfa. If you’re just coming in, here’s a good place to start (Chapter 7) to get a sense of the maxims without too much commentary.

Back in the early 1990s, I wrote and published The Art of ‘Ware (M&T Books, 1995), a reinterpretation of Sun Tzu’s The Art of War, a 6th century BC treatise on conflict and warfare. My reinterpretation of Sun Tzu’s maxims applied to developing and marketing information technology products, most particularly software. Here’s an example:

• Sun Tzu (Chapter 2, ‘Doing Battle’, Sonshi.com translation): When weapons are blunted, and ardor dampened, strength exhausted, and resources depleted, the neighboring rulers will take advantage of these complications. Then even the wisest of counsels would not be able to avert the consequences that must ensue.
• The Art of ‘Ware (Chapter 2, ‘Supporting Development’, 1995 edition): When your developers are burned out, your technology aging, your resources diminished, and your advantages gone, then others will take advantage of your weaknesses and cut into your market. Even expensive consultants and new CEOs won’t be able to turn things around.

The Art of ‘Ware is long since out of print, but I have planned for some years to write an updated version. I have now done so here on the blog. I have started by by posting an initial revised version of the original text. However, I am interested in replacing some of my own commentary and examples with that of others in the industry, so as to get a broader perspective and wider range of examples; see here for more details. And, of course, any feedback is appreciated, and you are welcome to just read the book for your own edification and enjoyment.

Note that The Art of ‘Ware is part of a “semi-planned trilogy” of books on IT development, deployment, and marketing; text on the other books will start showing up in the next few weeks. And feel free to look around the rest of the blog as well.

In the meantime, here’s the complete current text:

• Acknowledgments
• Introduction
• Chapter 1: Starting Out
• Chapter 2: Supporting Development
• Chapter 3: Sizing up the Competition
• Chapter 4: Approaching the Market
• Chapter 5: Using Momentum and Timing
• Chapter 6: Matching Strengths with Weaknesses
• Chapter 7: Positioning Your Product
• Chapter 8: Adjust to Market Realities
• Chapter 9: Leading Your Company
• Chapter 10: Dealing with Obstacles
• Chapter 11: Reacting to Market Situations
• Chapter 12: Competing by Influence
• Chapter 13: Gathering Intelligence
• Afterword
• An Invitation
• Bibliography

[06/05/07: While AofW is percolating around, I'm starting work on Pitfalls of Modern Software Engineering -- and I'm looking for contributors to that as well. Go check it out.]

[06/01/07: Thanks to Steve Jobs for the kind words on his blog. (What? Of course that's his blog.) Namaste, Steve -- and does this mean I'm finally forgiven for this BYTE article?]

[06/01/07: Also thanks for Mark Orchant who writes the Office Evolution blog at ZDNet for the link and the plug.]

[05/29/07: Thanks to Guy Kawasaki -- whom I quote at the end of Chapter 6 of the original (and revised) book -- for the link!]

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[Copyright 1995, 2008 by Bruce F. Webster. All rights reserved.]