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The Change Function

The Change Function

The Change Function

Why Some Technologies Take off and Others Crash and Burn

by Pip Coburn

Known for writing some of the liveliest reports on Wall Street, Coburn has identified how some technologies are blockbusters (such as the iPod), while others are losers from the starting gate (like the video phone). The Change Function writes off the “build it and they will come” mentality that so many technology companies adhere to, and shows that technology demands a change in habits—more specifically it demands a change in consumers, who are often uninterested in trading in the norm for something new.

What You'll Learn

  • How to be a much smarter investor, manager, entrepreneur or tech geek.
  • Why technology often fails.
  • What can be done to reduce the total perceived pain of adoption.
  • How to stay ahead of the game, but keep your customers? needs in focus.
  • What it is that customers really want.
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