Here's a link Eric's "Don't be the Ice Cream Glove" blog post: http://www.startuplessonslearned.com/2009/09/dont-be-ice-cre....

(I remember it well. It was one of the articles I used to test on of the iterations of our book generator when we were first producing http://leanpub.com/startuplessonslearned. I must have read this 100 times :).