1. MOUTH WIDE SHUT Taylor Shearin CSCI 3350-201 11/17/2014 Based on an article by Joel Spolsky

2. INTRODUCTION “Every word I say, by definition, is a promise.” “Every word I say, by definition, is a promise.” Marlon Brando, The Freshman Marlon Brando, The Freshman How can we apply this to software development? How can we apply this to software development?

3. APPLE Keeps information internal Keeps information internal Only reveals when ready Only reveals when ready No early promises No early promises

4. MICROSOFT Always discussing products Always discussing products Developer previews Developer previews Xbox Monthly Patch videos Xbox Monthly Patch videos Always making promises Always making promises s

5. Windows 8 Developer Preview

6. COMPETITION Talking about features Talking about features Other companies may copy ideas Other companies may copy ideas Microsoft playing catchup to Sony Microsoft playing catchup to Sony Daily Check-in Daily Check-in Can’t share games Can’t share games System hardware System hardware System price System price

7. PLAYSTATION 4 REVEAL

8. PRODUCT SPECIFICATIONS Underpromise and overdeliever Underpromise and overdeliever Otherwise Otherwise Customer expectations spin out of control Customer expectations spin out of control Hurts company when product is delivered Hurts company when product is delivered Be careful not to oversell! Be careful not to oversell!

9. PRODUCT PROMISES Keeping promises means being sure Keeping promises means being sure Look at Microsoft's behavior with Sony Look at Microsoft's behavior with Sony Not keeping promises costs reputation Not keeping promises costs reputation Hard to gain back Hard to gain back

10. Leaks Radio silence is easy to understand Radio silence is easy to understand Anything else can result in accidental leaks from employees Anything else can result in accidental leaks from employees Leaks eliminate flexibility Leaks eliminate flexibility Can ruin reputation Can ruin reputation

11. VALUE OF PUBLICITY “I’m inclined to think that publicity that comes out when you can’t actually buy the product is 90% wasted.” -Joel Spolsky “I’m inclined to think that publicity that comes out when you can’t actually buy the product is 90% wasted.” -Joel Spolsky Publicity can lead to early feedback Publicity can lead to early feedback Microsoft's Xbox One reveal wasn't well received Microsoft's Xbox One reveal wasn't well received Took negative feedback, and made a better product Took negative feedback, and made a better product

12. Conclusion Try to contain leaks Try to contain leaks Underpromise and overdeliever Underpromise and overdeliever Early publicity is mostly wasted Early publicity is mostly wasted Develop the application you want to, not what others are Develop the application you want to, not what others are Don’t add features that don't agree with your vision Don’t add features that don't agree with your vision Questions? Questions?