Over the weekend, I talked with hundreds of major software makers at the Software Publishers Association convention about why it is smart business for them to guarantee their products. Granted, it is not always an easy sell. But when I spell it out, most vendors get it. Your customers are frustrated. They want you to stand behind the products you sell.
Software is a consumer product.
Nearly half of American homes have PCs, and average people use software every day. Heck, kids want it for Christmas. Which means software requires mainstream marketing methods. Including satisfaction guarantees. Great brands have great guarantees.