Change Function: Why Some Technologies Take off and Others Crash and Burn : Why Some Technologies Take off and Others Crash and Burn

Coburn, Pip

ISBN 10: 0713682078 / ISBN 13: 9780713682076

Published by Bloomsbury Publishing Plc, 2007

About this Item

Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects.

Seller Inventory # GRP65367416

Bibliographic Details

• Title: Change Function: Why Some Technologies Take off and Others Crash and Burn : Why Some Technologies Take off and Others Crash and Burn
• Publisher: Bloomsbury Publishing Plc
• Publication Date: 2007
• Language: English
• ISBN 10: 0713682078
• ISBN 13: 9780713682076
• Binding: Soft cover
• Condition: Very Good

About this title

Synopsis

After years of studying countless winners and losers, the author has come up with a simple idea that explains why some technologies-DVD players, iPods-become huge hits while others-video phones-crash and burn. His big idea is that people are only willing to change when the 'pain' of their current situation outweighs the perceived pain of trying something new. In other words, technology demands a change in habits. This simple fact is the main cause of failure for many fabulous inventions. Many companies fall for their own hype and believe that if they build something better, people will automatically beat a path to their door. This is not necessarily the case; as Coburn shows, most potential users are afraid of new technologies and need a really great reason to change. The Change Function looks at this trend across many industry sectors, from computers to mobile phone and digital TV recorders, and is invaluable for anyone who creates, invests in, or is interested in, new technologies. '...every page is a tug at your lapels to see things his way. The world would be a better place if we did.' Wall Street Journal

About the Author

Pip Coburn became famous for writing some of the liveliest reports on Wall Street. He quoted everyone from Machiavelli to HAL, Anais Nin to Yoda, Einstein to Gandhi. But along with quirky writing, he consistently delivered sharp insights into technology trends and helped investors pick stocks with long-term potential.