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The The Change Function

Why Some Technologies Take Off and Others Crash and Burn

By (author) Pip Coburn
Format: Hardback
Publisher: Portfolio, New York, United States
Published: 2nd Jul 2006
Dimensions: w 152mm h 228mm d 22mm
Weight: 426g
ISBN-10: 1591841321
ISBN-13: 9781591841326
Barcode No: 9781591841326
After years of studying countless winners and losers, Coburn has come up with a simple idea that explains why some technologies have become huge hits (iPods, DVD players), but others have never reached more than a tiny audience (Segways, tablet PCs). This book argues 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. The Change Function is an irrevent, but highly insightful look at how this pattern plays out in countless sectors.

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