Hawkins Lisa Marketing Requirements Document

October 12, 1994 David T. Craig Dear David, Jt?A fkr 1~f fe' t,rl'ffrleJ ~clft#U~f{f(IP) •m0 FYI, I wrote about 80% of it, ~ 15%, and Bar:r 5%. Glenn and Barry worked for me, although neither was at Apple for long. Glenn left after 6 months at Apple to become VP Engineering at Grid, and Barry was only at Apple for a year before leaving to be VP Marketing at Grid. So they happened to be at Apple when I led the creation of the document but obviously were not around for very long before or after that time. Glenn had been at Xerox and was familiar with Datapoint's networking strategy, so his biggest contributions were in the discussion of network features and network architecture. Note that I did not refer to icons, because at that time it was not an established term. Instead I say, "intuitive icons" in quotations! Also note that there is some politics in the front end that is an attempt to rationalize a role for the Apple I I/, which was also in development at that time. In general you will see that most of the philosophy and product concepts in the MRD were adopted by Mac and eventually the PC. Regarding your report, it really brings back the memories! You overlooked.fat Marriott, who was Product Marketing_Manager in charge of the system software product management. ~was there for 3 years and left in the Fall of 1982 to work for me at Electronic Arts. Barry Smith joined Apple after her and his role expanded after she left. Another interesting character you left out is Jay W~(my memory is not perfect and I may !!Q! have exactly the right name or spelling of his last name), who had also been at Xerox and was a real font guru. He was essentially the font and printing product manager reporting to Pat Marriott. Also, there's Dave Evans, who was the Product Marketing Manager for peripherals. In particular, he initiated and coordinated the relationship with Canon for the first generation laserprinter and also made the original deal with Qume for the first letter quality printer. And of course he worried about the printing software issues also. Also, regarding the user interface,~ panie~ led the early investigation meetings and then Atkinson and Tessler did most of the real work of design and implementation. { Tes/tr(?} Trip Hawkins Chief Executive Officer The 3DO Company The 3DO Company 600 Galveston Drive, Redwood City, CA 94063 Phone: 415/261-3000 Fax: 415/261-3120 LISA M.'\RKETING REQUIRE."'1E~TS DOCUMENT APRIL 18, 1980 TRIP HAWKINS GLENN EDENS BARRY MARGERUM coNnDDmAL LISA MARKETING REQUIREMENTS DOCUMENT INDEX l EXECUTIVE SUMMARY •• , •••••••••••••••••••••••••••••••••••••••.•• , • • • • • • • • • . 1 2 PROJECT IDENTIFICATION ••••..••••••••••••••••••••••••••••••••••••••••••• , • 2 3 PRODUCT CONTRIBUTIONS ••••••••••••••••• , •••••••••••••••••••••••-.- • • • • • • • • • • 3 4 RELATIONSHIP TO OTHER APPLE PRODUCTS .••.••.•••••.••••...•••.. ~ •.••.•••••. 4 4.1 The Road To The Office Of The Future .•.•••....•....•.•.•••.•..•.....…