Bentzel’s staccato writing style and flippant attitude is a little tough to get used to at first, but this is excellent reading for anyone selling software these days. Bentzel dismisses chasm theory, but his ‘body armour’ of compound services around the software sounds a lot like Whole Product Theory. Nice that he also recognizes that Cisco Systems is a software vendor – not a hardware vendor – at its core, and groups them with Microsoft, Adobe, Oracle etc.

ISBN-10: 1419649809

ISBN-13: 978-1419649806