Vol. 4 - No. 1 - Winter 2007
| The Change Function: Why Some Technologies Take Off and Others Crash and Burn |
Reviewed by Halime Inceler Sarihan Author: Pip Coburn Paperback: 240 pages Publisher: Portfolio Hardcover (June 22, 2006) Language: English ISBN: 1591841321 Before writing this book, Pip Coburn evaluated many tech business ideas and interviewed the management of many startups. He illustrates how numerous technologies failed. Often, the crisis is that the company isn't selling enough product and tries to invent a new one even though there is no market for it (such as tablet PCs). Coburn emphasizes the importance of listening to customers and shows how billions of dollars have been wasted ignoring them. Time and time again, from satellite systems to picture phones to tablet PCs, companies have risked billions of dollars on technology-centric visions that delivered little or no benefit to users. [More] |
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