It’s Not About the Technology: Developing the Craft of Thinking for a High Technology Corporation

This title is printed to order. This book may have been self-published. If so, we cannot guarantee the quality of the content. In the main most books will have gone through the editing process however some may not. We therefore suggest that you be aware of this before ordering this book. If in doubt check either the author or publisher’s details as we are unable to accept any returns unless they are faulty. Please contact us if you have any questions.

It’s Not About the Technology is about a phenomenon that is most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. Executives in the high-tech space agree that, without a doubt, a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is not about a new concept, or a new technique. It tackles the big questions of how to develop the craft of the thinking that is required of us in high technology companies. It is predicated on a radical notion that, even though the problem is the execution in a high technology corporation, neither a high level market strategy nor the kind of technology itself matters, insofar as learning the craft of execution goes.