Gutenberg, God, and the Devil's Plug-In: Lessons about Digital Publishing from the Famous Printer's Failed Killer App
Publisher: Edenridge Press LLC
This is the story of Johannes Gutenberg's failure at the one thing he most wanted to invent—a killer app that would transform his movable-type printing press into a powerful graphics machine. Gutenberg was really a paranoid and perfectionistic inventor who lacked a workable business plan. Even though history now shows he truly invented the technology for movable-type (or letterpress) printing, Gutenberg failed to appreciate how printed books would increasingly differ from handwritten manuscripts.Gutenberg’s failure to turn his technology into a profitable business is a case study in poor audience research, stunning entrepreneurial incompetence, and technological tunnel vision. Imagine Steve Jobs blowing it with Apple after prototyping the first Mac. It was that bad.Contrary to what Jeff Jarvis argues in "Gutenberg the Geek," Gutenberg’s problem was not cash flow or equity structure ...