Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Fallacies and Failures: Ways of Thinking That Doom Start-Ups

by Allen Weiss  |  
January 1, 2001

More than 1800 Internet companies received funding in 1999. Many of them dream of becoming the next Amazon (AMZN) or E-Bay (EBAY), or, as their press releases often indicate, revolutionizing the way we do business. Most will fail.

Why? Some fail because of bad implementation and internal politics. Many also fail because the CEO's are "hollow, shallow and motivated primarily by greed and jealousy", as the CEO of Forrester Research (FORR) recently stated.

But a key reason also lies in the way they think about e-marketing. They think marketing is easy and intuitive, and are constantly admonished to run quickly or die.


By now, you're convinced (as you should be) that dot.coms need to move at lighting speed. But you may have also bought the hype pushed by many new magazines that the rules of commerce have changed, rendering the old rules useless. I bet the new dot.coms have bought these ideas as well.

When you join the perception of extreme uncertainty over the rules with pressures to run fast or die the situation is ripe for the use of short cuts in thinking what we in academics call "heuristics". There are many short cuts in thinking. Here are a few I'm sure you'll recognize.


Marketing research can be time-consuming and difficult. A much quicker (and typically wrong) way of assessing market needs is to use anecdotes, and particularly personal anecdotes.

Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Allen Weiss is the founder and publisher of He can be reached at

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!