Cover image for ThinkPad : a different shade of blue
ThinkPad : a different shade of blue
Dell, Deborah.
Personal Author:
Publication Information:
Indianapolis, Ind. : Sams, [2000]

Physical Description:
xxv, 502 pages : illustrations ; 25 cm
Added Author:
Format :


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Material Type
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HD9696.2.U64 I258 2000 Adult Non-Fiction Central Closed Stacks

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ThinkPad: A Different Shade of Blue tells the exciting inside story behind the creation of one of the most successful brand names in computing. Through interviews with the ThinkPad Team and IBM executives, and access to internal documents and memoranda, the book provides a rare inside view into the workings of an IBM brand team. Here is the inside scoop on the cultural and personality differences that almost killed one of the most significant development efforts in IBM history. More importantly, it offers valuable lessons on what it takes to build a world-class, enduring brand or product.

Author Notes

J. Gerry Purdy, Ph.D is the President of Mobile Insights, Inc., a professional services firm. Dr. Purdy has focused on mobile products and markets since 1986, and is a recognized authority in the mobile computing industry. He is often quoted in publications such as The Wall Street Journal, Business Week, PC Week, InfoWorld and the New York Times. As a mobile computing consultant, Dr. Purdy has given insight and advice to clients such as 3Com, Apple, AT&T, Compaq, Dell, Fujitsu, HP, IBM, Microsoft, NEC, Motorola, and Toshiba. Dr. Purdy is a member of the IBM Mobile Computing Industry Advisory Council, Dell Industry Advisory Council, AT&T wireless Analysts Council, and the NEC Analysis Exchange. Debi Dell has participated in many of IBM s ventures into the personal computing market during her 18 year career, and has developed and implemented Worldwide branding programs for a variety of IBM hardware and software products. As an original member of the ThinkPad Team, Debi conducted global marketing research and focus groups, to create the ThinkPad customer experience. She is currently the IBM U.S. Nation Practice Leader developing IBM Global Services for the growing mobile and wireless market.

Table of Contents

Forewordp. v
Prefacep. xvi
Part I The 1980s: A Decade of Learningp. 1
The Defining Momentp. 3
1 The IBM PC: Teaching the Elephant to Dancep. 7
2 Compaq: Pie House Luggablesp. 19
3 The IBM PC Company: From a Small Acornp. 29
4 IBM's Losing Streakp. 37
5 Zenith and NEC: Early Portable Innovatorsp. 49
6 IBM Gets the Messagep. 55
Part II 1990-1992: The Time of Changep. 73
7 Birth of the Notebook Computerp. 75
8 The ThinkPad Before ThinkPadp. 91
9 IBM Gets Seriousp. 119
10 Jim Bartlett: Improving the Benchp. 129
11 Bruce Claflin: Mobile's Change Agentp. 139
12 Building a Winning Teamp. 153
13 IBM ThinkPad 700C: In the Gamep. 163
14 Developing the Brandp. 189
15 Unveiling a Masterpiecep. 201
16 Influencing the Influencersp. 211
Part III 1993-1995: The Brand Emergesp. 225
17 Errors in Judgmentp. 227
18 Building the Brandp. 243
19 Entrenching Successp. 257
20 In Transitionp. 269
21 Joe Formichelli: Back to Basicsp. 279
22 Butterfly: A Hit That Missedp. 307
23 Per Larsen: Consummate Marketeerp. 331
24 Paying for the Journeyp. 343
25 IBM: I've Been Moved (to Raleigh)p. 353
26 The Employees: ThinkPad's Backbonep. 369
Part IV 1996 and Beyond: The Brand Reignsp. 379
27 Steve Ward: Operations Masterp. 381
28 ThinkPad After ThinkPadp. 401
29 The IBM ThinkPad iSeriesp. 421
30 The Journey Continuesp. 431
The Authors' Final Insightsp. 449
A Where Are They Now?p. 467
B ThinkPad Timelinep. 475
C PC Timelinep. 481
Referencesp. 493
Indexp. 497