It doesn't matter how good technological innovation is, it will fail financially if the user reaction is not taken into account. That is the crux of a new book, The change function: Why some technologies take off and others crash and burn, by Pip Coburn.
Coburn, a former technology strategist for UBS Investment Research, said he realised this about two years ago.
"I was thinking about all those IPOs that came to my door over the years," he said. "I always felt a sort of resentment as they came to me for money. It dawned on me, as I pictured them with their folders full of slides. They would carry about 36 slides, and only one or two would deal with the user. That's what's been my resentment."
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