Are any people left in Silicon Valley who have yet to tell their tale of how they made their millions? Perhaps, but Ferguson's saga should stand out among the many stories that have been told so far. For one thing, he is already the coauthor of a widely praised book on the computer industry, Computer Wars: How the West Can Win in a Post-IBM World (1993). For another, the story of how he started Vermeer Technologies and developed FrontPage software and then sold it is actually interesting. And, finally, Ferguson does not mind saying what he thinks, and what he has to say about people at Netscape, America Online, and Microsoft and in Silicon Valley's thriving legal, public relations, and venture capital communities will certainly raise some eyebrows. Ferguson is a "winner" because, after only 20 months, he sold Vermeer and FrontPage to Bill Gates for $133 million; and he says he plans to donate the earnings from this book to nonprofit educational organizations. David Rouse
From Kirkus Reviews
The inside story of a software company capitalizing on the rapid and ever-accelerating growth of the Internet. The author (who co-wrote Computer Wars, 1993, with Charles Morris) clearlyand gratefullybenefited from the monetary success of the company and product he founded, Vermeer Technologies and FrontPage, respectively. FrontPage was one of the first software programs for producing Web pages. Despite the short time involved in this storyonly four years pass from initial idea to the company's acquisition by Microsoftthere were numerous obstacles to overcome. These included grappling with product conception, finding and managing relationships with partners and employees, and stumbling through the intricate maneuvers employed by venture capitalists. Although these elements are common denominators in most business histories, here the author has done more than merely provide a chronology: He details the methodology and processes so well that this book could be used as a primer for entrepreneurs. This practical value is enhanced by the entertainingly frank descriptions of companies and company leaders who interacted with Ferguson. Not one to mince words or shy away from anyone, he provides skewering assessments, taking as his favorite targets Netscape and Microsoft. The former is seen as a company of ``amateurs'' with an ``intellectual vacuum'' at the top; the latter as a predatory giant. This criticism, however, is always presented in descriptive perspective and never without objective praise in balance. Vermeer and its founder are not omitted as subjects of this honesty; mistakes, errors in judgment, fits of temper, and clashes of personality mark the path from inception to product launch, providing valuable insight about the rocky path to success. The sole major criticism of this tome: It's too long. Instead of ending on an obvious high note, once the company has been sold, Ferguson adds two superfluous chapters of lengthy commentary on the faults of Netscape and Microsoft. Still, a refreshingly candid story about hard work and competition. (Author tour) -- Copyright ©1999, Kirkus Associates, LP. All rights reserved.
Review
The Silicon Valley story as it's never been told. Charles Ferguson on . . .
Apple vs. Microsoft
"Watching Sculley go up against Gates was rather like watching a rich playboy who was ordering his yacht to attack a carrier battle group."
Life in the Valley
"It was like palace intrigue in fifteenth-century Florence or perhaps present-day Iraq. You just assume that anyone might try and kill you at any time, that everyone has a hidden dagger and that dagger is probably poisoned. Your food taster becomes your best friend, especially if he has a food taster too, and even more so if they have to taste your food after you've eaten it as well as before."
Doing a Startup
"Startups are the intellectual equivalent of driving a small, fast convertible with the top down, the stereo playing Keith Jarrett, Bach, or J. J. Cale very loud, doing a hundred miles an hour on an empty road at sunset. You might crash, but the experience is visceral, immediate, and intense."
Venture Capitalists
"Andy Marcuvitz is a heavyset guy who wears badly fitting suits. He has no discernible personality, sense of humor, or compassion--ideal traits for a venture capitalist."
Getting the Word Out
"PR is the only part of the technology sector that is dominated by women, and it has a hard-edged Hollywood glitz. The top executives are about half men and half women. The men generally remind me of my reaction to Clinton advisors like Dick Morris or David Gergen--greasy, overweight, amoral, somehow pathetic even when extremely successful. The rank and file is completely dominated by attractive young women, various combinations of dragon lady and bimbette."
"Ferguson's story about Vermeer over twenty months is strikingly similar to mine at 3Com over thirteen years. A big difference is that Microsoft screwed me while Ferguson 'vermeered' Microsoft. Every would-be Silicon Valley entrepreneur should read this book."-- Bob Metcalfe, Ethernet inventor, 3Com founder, technology pundit
From the Inside Flap
takes, No Prisoners is a sharp, brilliant insider's account of the way Silicon Valley really works: the sharks, powerful incumbents, and old-boy networks who play hardball all the time and the geniuses who make the products that have changed the world.
Charles Ferguson started Vermeer Technologies and turned his very cool, very big idea into FrontPage, the first software product for creating and managing a website. A mere twenty months after starting the company, he sold it to Microsoft for $133 million, making a fortune for himself and his associates. FrontPage now has millions of users and is bundled with Microsoft Office. But getting there wasn't always fun.
High Stakes, No Prisoners is the book about the Valley and reflects Ferguson's unique experience not only as a successful entrepreneur but also as a policy analyst, computer industry consultant, and academic.
Reveals A Great Internet Success Story
High Stakes, No Pr
About the Author
Charles H. Ferguson founded Vermeer Technologies with Randy Forgaard in 1993, naming the company after his favorite artist, Johannes Vermeer, whose painting The Concert is reproduced below. Previously, he consulted to the White House, many agencies of the U.S. government, and some of the world's leading high-tech companies. He has written for the Harvard Business Review, The New York Times, and Foreign Policy, and is the co-author (with Charles R. Morris) of Computer Wars. He holds a B.A. in mathematics from the University of California, Berkeley, and a Ph.D. in political science from the Massachusetts Institute of Technology. He is a member of the Council on Foreign Relations and currently divides his time between economic policy research and high-technology investing. He can be reached by e-mail at charles@highstakesnoprisoners.com.
Excerpt. © Reprinted by permission. All rights reserved.
"A billion here, a billion there, and pretty soon you're talking about real money."
--Senator Everett Dirksen
"You are not the kind of guy who would be at a place like this at this time of the morning. But here you are . . ."
--Jay McInerney, the opening lines of Bright Lights, Big City
In the late summer of 1993, I got the beginnings of a very cool, very big idea--an idea that could create a huge new industry. After spending the rest of the year timidly thinking of starting a company, I finally decided to try. Randy Forgaard and I shook hands and founded Vermeer Technologies in April of 1994. Barely a month later, we discovered that about two-thirds of my idea was useless--the World Wide Web had gotten there first. However, the Web also seemed to make the remaining portion of my idea even more powerful. We refocused on that and rolled the dice. We secured $4 million in venture capital in February 1995, shipped the first version of the FrontPage product in October 1995, and sold the company to Microsoft in January 1996. It was a wild ride: fascinating, exciting, brutal, tense, unforgettable. Some of it, including my sudden wealth, sometimes feels bizarre. I grew up in a poor family and had finished graduate school thirty thousand dollars in debt only a few years before starting Vermeer.
Yet, by the standards of the Internet industry, we barely made it into the middle class. Jeff Bezos of Amazon and Jerry Yang of Yahoo! are each worth billions; five years ago, nobody had heard of either of them. For better or worse, one of the most striking characteristics of American high technology is that sudden riches like this are almost routine. No other industry, in any nation, makes it so easy to start a business, make a difference, get rich--and do it fast. This is not to say that success is easy, or that there are any guarantees. Our principal competitors were Microsoft, America Online (AOL), and Netscape; many of the other start-ups we either competed or partnered with in 1994 and 1995 got killed or were snapped up at fire-sale prices.
But if you get it right, the results are staggering. As I write this, FrontPage has already become the industry standard for Web site development software. It has nearly three million users and holds about 70 percent of the world market for Web page development software. A rapidly increasing fraction of the world's Web servers are equipped with FrontPage software. As I had predicted, our technology has become strategically critical to Microsoft. FrontPage is being bundled with the new version of Microsoft Office, and from now on, Office will use FrontPage's technology for posting documents to Web servers. Nobody else has that technology.
Since Office has more than 90 percent market share, we can safely assume that within a few years, virtually all Web servers will be FrontPage enabled, and Microsoft will be on its way to securing yet another monopoly. No, this does not make me totally happy, but as you'll see, we had little choice. Netscape under Jim Barksdale was out to lunch, and Microsoft would have killed us if we had tried to go it alone.
And yet even Microsoft's power can't suppress the wave of new start-ups driven by the Internet revolution. Despite its many flaws, the Silicon Valley start-up system unquestionably works. It is the crown jewel of the American economy and a critical driver of American high technology. Silicon Valley itself is an amazing place--electric, addictive, vulgar, full of brilliance, brutally fair and brutally unfair, fiercely competitive, often dishonest, tremendously exciting, and utterly unique. It is no coincidence that the Internet revolution is headquartered there. I'd spent a lot of time in the Valley before starting Vermeer, but I had never really appreciated the sheer intensity of the place until my own future, my own fortune, and the careers of fifty other people who had put their faith in me were on the line.
I've been fortunate enough to observe and participate in the high technology world from several different angles, and at levels ranging from working-level employee to start-up founder to MIT policy analyst to White House consultant. Highest level is not always best; I learned more by starting Vermeer than I did by testifying before Congress. But I think the combination of these experiences has been extremely valuable and has given me an unusual perspective on high technology and the Internet industry, their effects on the world, and the issues they raise. In fact, government policy has been much more important in shaping the Internet industry than most people realize, and it played a major though indirect role in Vermeer's ultimate fate.
Thus, I hope to capture the entire high technology experience in this book: making a start-up really work; raising venture capital; being inside a world-historic revolution; dealing with Microsoft's power, trying to affect White House policy; being forced to deal with the environment that government policy has created. I want to convey the highs and the lows, the electric energy, the brainpower, and the quirky personalities in the Valley, as well as the brutal, ruthless maneuvering that few outsiders ever see. I also want to show how brilliant policymaking by technologists helped create this revolution, and yet how foolish regulatory policies and interest group politics are slowing it down.
Consequently this book tells three interconnected stories. The first is a personal account of what it really takes to do a winning high technology start-up, especially in the Internet industry, where any speed below warp nine doesn't even get you to takeoff. When I started this book, I discovered to my surprise that virtually nobody had written about this experience from the inside. Second, I describe the Internet revolution and analyze the strategic war for control of it, particularly the contest between Microsoft and Netscape and its effect on Vermeer. In doing this I combine my firsthand experience with a broad strategic analysis. And finally, I address the large-scale economic and political issues raised by the Internet and the information era: the question of Microsoft's power, the even worse problem presented by telecommunications monopolies, and the new issues of electronic money, privacy, political censorship, and the effects of information technology on the American and global economies. Forgive me; I still have the MIT political scientist lurking inside.
From the Trade Paperback edition.
