• Jerry Kaplan, Startup: A Silicon Valley Adventure (1994). The story of Go Corporation, founded in 1987 to develop one of the first tablet computers. Go had every advantage: Experienced entrepreneurs, brilliant technologists, and $75 million in venture capital. And yet it couldn’t get any traction. Fascinating reading in light of the phenomenal success of the iPad twenty years later.
  • C. Gordon Bell, High Tech Ventures: The Guide for Entrepreneurial Success (1991). Bell was one of the engineers who built Digital Equipment Corporation, the disruptive innovator of its day. A useful guide to understanding what it takes to turn a promising technology or product into a successful business—the first does not automatically generate the second.
  • Geoffrey Moore, Crossing the Chasm (1991). The classic analysis of the cycle of technology marketing. Coined the phrase “crossing the chasm” for the difficult task of moving from tech-savvy early adopters to the mainstream market.
  • Bob Zider, How Venture Capital Works (Harvard Business Review, Nov-Dec 1998). A primer on the venture capital business and the economic realities that drive it.
  • Brad Feld & Jason Mendelson, Venture Deals (2012). An up-to-date compendium of everything you ever wanted to know about venture capital, including valuation, term sheets, and how venture deals are structured.
Reading, Startups, Technology, Venture Capital