Inside Intuit: How the Makers of Quicken Beat Microsoft and Revolutionized an Entire Industry

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The Exclusive Story behind Intuit's Hard-Won Success

It's a modern-day David and Goliath story for the business world: a company dreamed up at a kitchen table, built on explosive PC growth, and forced to battle a giant in the race to revolutionize an industry. This is the story of Intuit, creator of renowned software products like Quicken, QuickBooks, and TurboTax-the company that beat mighty Microsoft and changed the way 25 million people ...

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Overview

The Exclusive Story behind Intuit's Hard-Won Success

It's a modern-day David and Goliath story for the business world: a company dreamed up at a kitchen table, built on explosive PC growth, and forced to battle a giant in the race to revolutionize an industry. This is the story of Intuit, creator of renowned software products like Quicken, QuickBooks, and TurboTax-the company that beat mighty Microsoft and changed the way 25 million people manage their finances.

Written by Intuit veteran Suzanne Taylor and seasoned business manager Kathy Schroeder-who were granted exclusive interviews with founder Scott Cook and other key figures- Inside Intuit tells this company's original and fascinating tale for the first time. The book vividly recounts each dramatic stage of Intuit's development: from initial conception to "bet the company" investments; from strokes of marketing genius to disastrous product launches; and from battles for survival to successive victories against arch-rival Microsoft-the company no one else could beat.

Evident throughout this account is the power of Intuit's relentless customer focus, which guided the company from tiny start-up to a 6,000-employee, $1.4 billion business. Instructive and inspiring, Inside Intuit</> chronicles an enduring company's extraordinary success against overwhelming odds.


About the Author:
Suzanne Taylor is a marketing consultant who worked at Intuit for eight years. Kathy Schroeder was a marketing executive at the Ford Motor Company for seven years. Both have Stanford M.B.A.'s.

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Editorial Reviews

San Jose Mercury News
The fast-paced narrative by Suzanne Taylor and Kathy Schroeder provides a candid and entertaining look at Intuit and its founders.
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Product Details

  • ISBN-13: 9781591391364
  • Publisher: Harvard Business Review Press
  • Publication date: 9/4/2003
  • Pages: 304
  • Product dimensions: 6.36 (w) x 9.54 (h) x 1.19 (d)

Table of Contents

Foreword
Acknowledgments
Ch. 1 California Dreamin' 1
Ch. 2 Selecting the Starting Team 11
Ch. 3 Of Dollars and Doubters 25
Ch. 4 Survival 101 35
Ch. 5 Under-Promise, Over-Deliver 51
Ch. 6 A Customer Evangelist Culture 65
Ch. 7 Crossing the Chasm 77
Ch. 8 Crush Microsoft 91
Ch. 9 Simple Is Hard 109
Ch. 10 Playing in the Big Leagues 127
Ch. 11 Getting the Puck on the Ice 137
Ch. 12 A Turbo-Charged Intuit 145
Ch. 13 Coach Campbell 161
Ch. 14 Exit Focus. Enter Microsoft. Again. 175
Ch. 15 One More Bill 185
Ch. 16 Goodbye, Godzilla 199
Ch. 17 Catching the Wave 209
Ch. 18 No Sacred Cows 219
Ch. 19 New Economy Insanity 233
Ch. 20 Why Play If You Can't Win? 253
Ch. 21 The Bennett Basics 263
Ch. 22 A Quart of Milk, a Loaf of Bread, and a Box of TurboTax 275
Epilogue 287
App Intuit Vision, Mission, and Operating Values 291
Notes 301
Index 309
About the Authors 317
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