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The Change Function: Why Some Technologies Take Off & Others Crash & Burn
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.
Silicon Valley, We've Got a Problem
The Change Function
Is the Technology Industry Ready for Change?
Why Technology Fails
Four More Failures
A Future Winner: Flat-screen TVs
Three More Future Winners
One Future Loser: RFID
Three More Future Losers
The Change Function in Action
Ten Sets of Questions
What to DO?
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