The Book

“If the crisis is greater than the total perceived pain of adoption, a change will occur.”

“…when process dislocates companies from their value system—their soul—a lot of mediocre results are sure to follow.”

“Now the corporation is not just an economic actor, it is also a social and a cultural one.”

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.

The Author

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