TweetFollow Us on Twitter

Jun 86 History
Volume Number:2
Issue Number:6
Column Tag:Historical Computing

Confessions of a Computer Store Junkie

By Dick Heiser, Industry Pioneer, On the Great Peace March

Dick Heiser is one of the more famous individuals in the personal computing industry and rightly so. He started the first Computer Store in Santa Monica and his vision has influenced virtually every computer store since. In this third column, he shares with us some of his thoughts on what he learned about business from the Computer Store.

The Right Stuff

According to Tom Wolfe, the Mercury astronauts showed the Right Stuff by staying calm in a crisis and by acting correctly, immediately, effeortlessly. Unconventional business practices that succeed carry a similar feeling of style, of the Right Stuff.

Michael Phillip's book Honest Business shows small businesses how to have the Right Stuff. He recommends investing money slowly, paying bills immediately, telling the truth, not having secrets, and keeping the focus on people rather than on goods or money.

Carbon Copies

Many business practices become "de facto standards" because everybody copies what the first guy did. Sometimes that's smart: Kaypro copied Osborne's portability and price because Osborne had proven his new ideas. In my store, I copied the IBM "solution sell" because it's the proper way to treat a customer.

The "solution sell" is more like counseling than like persuading, and it requires enough time to identify the problem or requirements, develop a solution, and explain it. The "solution sell" is harder to copy than other practices- which makes it a good competitive strategy.

Sometimes copying can get ridiculous. At first, my store was open very late. I liked to jog at noon, and wanted to be open after work for computer hobbyists. Can you believe it? Other stores copied my hours! For years, most computer stores were closed on Monday. Why? Because I wanted to be open on weekends instead! Other times the Right Stuff is so strange that competitors wouldn't touch it with a ten-foot pole!

Hire the Hacker

Hackers have been the best employees by far at the Computer Store. They're easy to find, hard working, fantastically well-informed, and fun to work with.

In the fall of 1975, when I was busy with customers, my wife Lois (then a programmer for the RAND Corporation) would pitch-in. Often people wouldn't let her help them, under the assumption that a woman couldn't master technical material.

At times, customers had to help each other. Mike Eusey helped other customers a lot. He built his Altair computer from a kit, and learned how it worked. He began hanging out at the store more and more. Lois, expasperated at trying to help uncooperative males, suggested we hire him. He already knew what to do: he'd been doing it for free! Mike and I worked together until I left the store in the spring of 1981 when I sold the store. Mike is not a stereotypical hacker; he's quiet, neat, and sleeps at night. He's a real hacker though; he's an information collector, precise, and he knows five ways to do anything. Lately, he's been answering customer questions about Telo's Filevision.

Steve Zook was another famous fixture in the early days of the world's first Computer Store. Steve was a freshman at UCLA when he built his Altair. He loved to show off his knowledge at my store, and was hired soon after Mike. I can't remember Steve's electronics credentials, but he was appointed repair technician immediately. I was useless with electronics and needed his help desperately. Steve fixed a lot of broken and mis-assembled kit computers [including mine! -Ed.], but upset some customers by casually referring to them as "turkeys". He could operate the bit switches on an Altair so fast you couldn't see his hands move, and he was hardly ever stumped. In his spare time, he rewrote the Processor Technology monitor/editor, and it gradually evolved into the Microopolis Disk Operating System. Micropolis then hired him so they wouln't have to shell out so much for their next operating system. What a talent! What took me fifteen years to learn, was "obvious" to him.

The wonderful hackers who have worked at The Computer Store have so much Right Stuff, that I'll just have to keep some more stories for later.

Own What You Sell

The few times I hired a non-computer-owner to work in my store, I regretted it. Computer owners are the right kind of prospective employees because they have already shown sincere interest in the computer, and they already understand how it works!

Owning what you sell today is harder than in the days of the Apple II. How many salespeople would want to buy an IBM PC-AT, or could afford one? Today's business-oriented computer sellers probably don't own any computer, much less the one they recommend.

I enouraged employees to expand their computers by selling them equipment at cost. I was a bad sport about upgrades, though. I thought frequent equipment turnover would be a problem. Now I see that the best employees are only happy if they have the latest model, and I should have let them upgrade frequently.

Apple Computer has a great employee ownership plan too. Their best idea is the Own-A-Mac program. This plan took the initiative to provide discounts for store empoyees everywhere. This is absolutely the Right Stuff. It's generous, makes people happy, and promotes Apple products. Perfect!

Open Door Policy

When I owned the Computer Store, every employee had a key to the door and to the burglar alarm. To me, the store is a big toy factory, and I want everyone to be able to play with the toys as often as possible. Giving out so many keys increased the chance of something being taken, but I don't believe anything ever was. Instead, everyone responded with a sense of responsibility and pride, and they mostly cleaned-up late night messes. Some of the late night sessions led to interesting software such as PDS-1, ModMon and VTL-2; other sessions were just for fun or for exploring. I'm glad insurance companies didn't think to ask "How many keys are in use?" back then. They'd never have understood how much fun it is to have your own key to the door!

Kids Welcome

Some kids were timid about approaching the computers in the store. Most weren't. Kids exemplify the hacker ethic: they're hands-on-oriented, patient, and insatiably curious.

Many adults are encouraged by seeing kids use computers. We tend to overlook the fears and inhibitions other people have about computers. One adult explained "We've been told too many times not to break things, so we're afraid to play with them". Another adult suggested that we're afraid of getting beeped-at for a silly mistake. "Getting his hand slapped" for doing something invalid really makes him irate. Non-hacker adults have no idea how much you can learn by experimenting.

When I teach adults to use computers, I tell them that teenagers make the best computerists. I encourage adult students to imitate teenager's curiousity, tenacity, and aggressiveness. Some of our customers were put-off by the "unbusinesslike" informality of kids using computers in the store. Other propects got the intended message: computers are interesting and fun to use.

Great Books

Selling books served many purposes for us. First of all, the books contain essential information. We sold how-to books, reference books, and software manuals. This saved a lot of time with propects who ask, "What's this all about?"

Second, we sold textbooks and monographs. We were one of the better local sources for computer science titles, and we stocked some exotic stuff as well. Often there was a "free University" atmosphere in the store, when a local expert would sound-off.

Third, we recommended books that promote a special viewpoint. Computer Lib by Ted Nelson is my favorite, and a new edition may appear later this year. The Psychology of Computer Programming by Gerald Weinberg is the proper orientation for a new professional programmer. Travels in Computerland by Ben Schneiderman is a unique and funny description of what can happen when you decide to computerize.

Lois Brand of Peoples Computer Company told me about the American Booksellers Association. The ABA's big red bok is essentail for dealing with book publishers. Selling books is hard work, and discounters are wiping-out some interesting book dealers.

Sometimes the Wrong Stuff hurts you just as much as the Right Stuff helps. When I bought some remainder books cheap from the Library of Science, I priced them too high. Instead of bargains for customers, we had books to count and to dust for years and years. The Wrong Stuff clings; it takes prompt and decisive action to drive it away!

Parity

Before winding up this list of proper ideas, I'd like to mention some Right Stuff for computer hardware and software. Once in a speech, I claimed that IBM will spare no expense to put reliability and error checking into your computer. I got a laugh, but I was perfectly serious! For example, all IBM computers have memory parity checking. Sure enough, a few years later, IBM's personal computer became the only personal computer with parity memory. Surely I told myself, parity will now become a universal feature. Unfortunately, it hasn't.

Some people even object to parity, mistakenly thinking it's making them wait for the power-up memory test. That memory test itself is annoying and can't be turned-off so it's very Wrong Stuff indeed. Some day memory parity checking will catch on. Maybe by then we'll have memory error correction as well as detection. In the meantime, it's an interesting exception to the rule, when IBM struggles without success to give us the Right Stuff.

Think too about open hardware and software architecture; how do you know it's the Right Stuff?

Shareware

When I write some software, I want to sell it as Shareware, like Bob Wallace does. Shareware, user-supported software, and Freeware don't need intimidating license "agreements" or copy protection schemes. The customers, instead of being the "enemy", are the primary marketing force. Conventional publishing and distribution absorbs 93% of the selling price, so the poor conventional software author can't even afford to offer a refund to the customer!

Software distributed via Compuserve and through user groups can be updated smoothly and often. Switcher and Red Ryder have both been much more dynamic and more responsive to user feedback than more expensive store bought software. If Smartcom were user-supported, like Red Ryder, would they ignore it's incompatibility with the Tecmar Hard Disk? Big software companies generate so much momentum and inertia, spending that 93% of the revenue, that it's no wonder they're unresponsive. Some "marketing expert" who doesn't understand the problem and who probably can't even use the program decides what's important. [So that's why Microsoft is having such a hard time figuring out how to make Fortran work on a Mac Plus! -Ed.]

Bob Wallace, on the other hand, is fully in charge of his software as well as his company. He updates his product often, and can afford to hire a few talented people to help him. He's close to his customers, so he knows what's really important to them, and he had the pleasure of knowing that all the revenue comes from already satisfied customers. By designing his own business arrangements, Bob is way ahead of authors who turn their programs over to conventional publishers.

Do it Yourself

Many of these ideas are good not only because they work, but also because they deserve to work. Computerists, like other technologists, face choices between good and bad. Plastic guns for airplane hijackers, and teflon bullets are technical innovations that can be imagined but should not be developed. Choosing between good and bad isn't hard. It just requires the confidence to follow your own judgement. The Rotary International "four way test" is a good starting point when you're thinking about your own Right Stuff:

1. Is it the truth?

2. Is it fair to all concerned?

3. Will it build goodwill and better friendships?

4. Will it be beneficial to all concerned?

Not only is this a good creed for the personal computing industry but individuals and nations as well. And now for me, it's back to the Great Peace March to emphasize my belief that peace is definitely the Right Stuff!

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

Logic Pro X 10.1.1 - Music creation and...
Apple Logic Pro X is the most advanced version of Logic ever. Sophisticated new tools for professional songwriting, editing, and mixing are built around a modern interface that's designed to get... Read more
VLC Media Player 2.2.0 - Popular multime...
VLC Media Player is a highly portable multimedia player for various audio and video formats (MPEG-1, MPEG-2, MPEG-4, DivX, MP3, OGG, ...) as well as DVDs, VCDs, and various streaming protocols. It... Read more
Sound Studio 4.7.8 - Robust audio record...
Sound Studio lets you easily record and professionally edit audio on your Mac. Easily rip vinyls and digitize cassette tapes, or record lectures and voice memos. Prepare for live shows with live... Read more
LibreOffice 4.4.1.2 - Free, open-source...
LibreOffice is an office suite (word processor, spreadsheet, presentations, drawing tool) compatible with other major office suites. The Document Foundation is coordinating development and... Read more
Freeway Pro 7.0.3 - Drag-and-drop Web de...
Freeway Pro lets you build websites with speed and precision... without writing a line of code! With its user-oriented drag-and-drop interface, Freeway Pro helps you piece together the website of... Read more
Cloud 3.3.0 - File sharing from your men...
Cloud is simple file sharing for the Mac. Drag a file from your Mac to the CloudApp icon in the menubar and we take care of the rest. A link to the file will automatically be copied to your clipboard... Read more
Cyberduck 4.6.5 - FTP and SFTP browser....
Cyberduck is a robust FTP/FTP-TLS/SFTP browser for the Mac whose lack of visual clutter and cleverly intuitive features make it easy to use. Support for external editors and system technologies such... Read more
Firefox 36.0 - Fast, safe Web browser. (...
Firefox for Mac offers a fast, safe Web browsing experience. Browse quickly, securely, and effortlessly. With its industry-leading features, Firefox is the choice of Web development professionals and... Read more
Thunderbird 31.5.0 - Email client from M...
As of July 2012, Thunderbird has transitioned to a new governance model, with new features being developed by the broader free software and open source community, and security fixes and improvements... Read more
VOX 2.4 - Music player that supports man...
VoxIt just sounds better! The beauty is in its simplicity, yet behind the minimal exterior lies a powerful music player with a ton of features & support for all audio formats you should ever need... Read more

Get The Whole Story – Lone Wolf Complete...
Get The Whole Story – Lone Wolf Complete is Now Available and On Sale Posted by Jessica Fisher on February 27th, 2015 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Who Wore it Best? The Counting Dead vs....
Like it or not, the “clicker” genre, popularized by cute distractions like Candy Box and Cookie Clicker, seems like it’s here to stay. So Who Wore it Best? takes a look at two recent examples: The Counting Dead and AdVenture Capitalist. | Read more »
Card Crawl, the Mini Deck Building Game,...
Card Crawl, the Mini Deck Building Game, is Coming Soon Posted by Jessica Fisher on February 27th, 2015 [ permalink ] Tinytouchtales and Mexer have announced their new game, | Read more »
Witness an all new puzzle mechanic in Bl...
Well, BlastBall MAX is not one of those games and is bucking trends such as timers, elements of randomness, and tacked-on mechanics in favor of pure puzzle gameplay. When you first boot up the game you’ll see a grid made up of squares that are each... | Read more »
This Princess Has a Dragon and She isn’t...
This Princess Has a Dragon and She isn’t Afraid to Useit. | Read more »
Mecha Showdown Review
Mecha Showdown Review By Lee Hamlet on February 27th, 2015 Our Rating: :: IN A SPINUniversal App - Designed for iPhone and iPad Mecha Showdown replaces traditional buttons with a slot machine mechanic in this robot fighting game,... | Read more »
Reliance Games and Dreamworks Unveil Rea...
Reliance Games and Dreamworks Unveil Real Steel Champions Posted by Ellis Spice on February 27th, 2015 [ permalink ] Reliance Games and Dreamworks have announced that a third game in | Read more »
Sum Idea Review
Sum Idea Review By Jennifer Allen on February 27th, 2015 Our Rating: :: TAXING NUMBERSUniversal App - Designed for iPhone and iPad Sum Idea is a fairly charming but taxing puzzle game.   | Read more »
A New Badland Update Brings Daydream Lev...
A New Badland Update Brings Daydream Levels to Co-Op Posted by Ellis Spice on February 27th, 2015 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Slashing Demons Review
Slashing Demons Review By Lee Hamlet on February 27th, 2015 Our Rating: :: IT'S A LONG WAY TO THE TOPUniversal App - Designed for iPhone and iPad Slashing Demons lacks the depth or scope to take it beyond the point of being just... | Read more »

Price Scanner via MacPrices.net

Apple CEO Tim Cook to Deliver 2015 George Was...
Apple CEO Tim Cook will deliver the George Washington University’s Commencement address to GWU grads on May 17, at which time he will also be awarded an honorary doctorate of public service from the... Read more
Apple restocks refurbished Mac minis for up t...
The Apple Store has restocked Apple Certified Refurbished 2014 Mac minis, with models available starting at $419. Apple’s one-year warranty is included with each mini, and shipping is free: - 1.4GHz... Read more
Save up to $50 on iPad Air 2s, NY tax only, f...
 B&H Photo has iPad Air 2s on sale for $50 off MSRP including free shipping plus NY sales tax only: - 16GB iPad Air 2 WiFi: $469.99 $30 off - 64GB iPad Air 2 WiFi: $549 $50 off - 128GB iPad Air 2... Read more
16GB iPad Air 2 on sale for $447, save $52
Walmart has the 16GB iPad Air 2 WiFi on sale for $446.99 on their online store for a limited time. Choose free shipping or free local store pickup (if available). Sale price for online orders only,... Read more
iMacs on sale for up to $205 off MSRP
B&H Photo has 21″ and 27″ iMacs on sale for up to $205 off MSRP including free shipping plus NY sales tax only: - 21″ 1.4GHz iMac: $1029 $70 off - 21″ 2.7GHz iMac: $1199 $100 off - 21″ 2.9GHz... Read more
Apple Takes 89 Percent Share of Global Smartp...
According to the latest research from Strategy Analytics, global smartphone operating profit reached US$21 billion in Q4 2014. The Android operating system captured a record-low 11 percent global... Read more
New Travel Health App “My Travel Health” iOS...
Rochester, Minnesota based Travel Health and Wellness LLC has announced that its new iOS app help safeguard the user’s health when traveling abroad — “My Travel Health” is now available on the Apple... Read more
Sale! MacBook Airs for up to $115 off MSRP
B&H Photo has MacBook Airs on sale for up to $100 off MSRP. Shipping is free, and B&H charges NY sales tax only: - 11″ 128GB MacBook Air: $799 100 off MSRP - 11″ 256GB MacBook Air: $999 $100... Read more
15-inch 2.0GHz Retina MacBook Pro (refurbishe...
The Apple Store has Apple Certified Refurbished previous-generation 15″ 2.0GHz Retina MacBook Pros available for $1489 including free shipping plus Apple’s standard one-year warranty. Their price is... Read more
Wither The iPad mini? End Of The Road Imminen...
AppleDailyReport’s Dennis Sellers predicts that the iPad mini is going to be left to wither on the vine, as it were, and then just allowed to fade away — a casualty of the IPhone 6 Plus and other... Read more

Jobs Board

Sr. Technical Services Consultant, *Apple*...
**Job Summary** Apple Professional Services (APS) has an opening for a senior technical position that contributes to Apple 's efforts for strategic and transactional Read more
Event Director, *Apple* Retail Marketing -...
…This senior level position is responsible for leading and imagining the Apple Retail Team's global engagement strategy and team. Delivering an overarching brand Read more
*Apple* Pay - Site Reliability Engineer - Ap...
**Job Summary** Imagine what you could do here. At Apple , great ideas have a way of becoming great products, services, and customer experiences very quickly. Bring Read more
*Apple* Solutions Consultant - Retail Sales...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
*Apple* Solutions Consultant - Retail Sales...
**Job Summary** As an Apple Solutions Consultant (ASC) you are the link between our customers and our products. Your role is to drive the Apple business in a retail Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.