After years of studying countless winners and losers, Coburn has come up with a simple idea that explains why some technologies become huge hits (iPods, DVD players, Netflix), but others never reach more than a tiny audience (Segways, video phones, tablet PCs). He says 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, and thats the leading cause of failure for countless cool inventions. Too many tech companies believe in build it and they will come build something better and people will beat a path to your door. But, as Coburn shows, most potential users are afraid of new technologies, and they need a really great reason to change.
The Change Function is an irreverent look at how this pattern plays out in countless sectors, from computers to cell phones to digital TV recorders. It will be an invaluable book for people who create and invest in new technologies....Continua
I also hated the writing style of this book. First off, there were at least 2 questions in every single paragraph. The author would then answer them, but it was extremely annoying. He also used odd paragraph blockings, weird boldings, italics, ect. AND it was super-repetitive. Yeah, EVERYONE knows people want a hole in the wall, not a drill bit. You don't have to say it over and over in the same book! It's common knowledge and we've all got it. No one needs to hear it over and over. Gah. Don't bother with this one unless you are just dying for a marketing 101 recap....Continua