Cases:

Case 1. The instruction manual that scared customers away

As one of the first to enter the field of office automation, Friendly Software, Inc. (FSI) had built a reputation for designing high-quality and user-friendly database and accounting programs for business and industry. When they decided to enter the word-processing market, their engineers designed an effective, versatile, and powerful program that FSI felt sure would outperform any competitor.

To be sure that their new word-processing program was accurately documented, FSI asked the senior program designer to supervise writing the instruction manual. The result was a thorough, accurate and precise description of every detail of the program’s operation.

When FSI began marketing its new word processor, cries for help flooded in from office workers who were so confused by the massive manual that they couldn’t even find out how to get started. Then several business journals reviewed the program and judged it “too complicated” and “difficult to learn.” After an impressive start, sales of the new word processing program plummeted.

The company eventually put out a new, clearly written training guide that led new users step by step through introductory exercises and told them how to find commands quickly. The rewrite cost for FSI was $350,000 dollars a year’s lead in the market and its reputation for producing easy-to-use business software.

1. What is the problem of Friendly Software, Inc.?
1. How would you have done if you were the senior program designer (manager) of the company?
1. Which “Business Strategy-Management” theories would you have applied in case you were asked for advice?
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