The Change Function

Why Some Technologies Take Off and Others Crash and Burn

Pip Coburn

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Paperback

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English

A & C Black
01 April 2007

Hi-tech manufacturing industries; Mathematics & Sciences

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

By: Pip Coburn
Imprint: A & C Black
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 153mm, Spine: 17mm
Weight: 350g
ISBN: 9780713682076
ISBN 10: 0713682078
Pages: 224
Publication Date: 01 April 2007
Audience: Adult education , Professional and scholarly , Tertiary & Higher Education , Undergraduate
Format: Paperback
Publisher's Status: Active

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.

Reviews for The Change Function: Why Some Technologies Take Off and Others Crash and Burn

'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 'The book gives a common-sense rundown of the reasons why some ideas do not take off and will be salutary reading for those who believe that the IT workd does not follow the normal rules of business and industry.' Professional Manager (July 2007)