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  • I finally finished this boring book. I kept falling asleep in it so it took a while. If you've taken a marketing class ever, you already know everything in this book. If you've taken a marketing class in the last 10 years, you know 1/2 of the examples. Recent marketing class? All of the example ... Continue

    I finally finished this boring book. I kept falling asleep in it so it took a while. If you've taken a marketing class ever, you already know everything in this book. If you've taken a marketing class in the last 10 years, you know 1/2 of the examples. Recent marketing class? All of the examples. There is NOTHING new in this book. I'm giving it 2 stars only because it made me think a little bit about my current work situation and how it related to this info that I already knew but had not thought about for a while.

    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.

    

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• ― Deanna Kyre said on Apr 22, 2008 | Add your feedback

The ultimate guide to predicting winners and losers in high technology

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

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 that’s 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.