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Issue 24 | Non-Geeks are Not Morons: The Change Function Model for Adopting Technology

By Pip Coburn
Published July 4, 2006 2:22 a.m.
Pip Coburn uses his Change Function model to contend that new technology should be inspired by the users’ practical needs, not only the technologists’ lofty vision. Check out a podcast with Pip here.

About Pip Coburn | Pip Coburn studies change for a living. In addition to writing over 300 weekly reports about technology investing, in 2004 and 2005 he released two long-term think-pieces, The Nutcracker Suite and Sour and The Hitchhiker's Guide to the Changing Galaxy. These reports focus on the user-oriented "Change Function"—a mental model Pip has developed that describes why change takes place and why various technologies are either adopted or not. In June 2006, Pip will release his first book, not surprisingly titled, The Change Function: Why Some Technologies Take Off and Others Crash and Burn. The book address why some technologies are adopted and why most are not. Also, Pip founded, along with his core team from UBS, a firm named Coburn Ventures, an organization that puts its knowledge about "change" to work in the realm of technology, telecom, and media investing. Prior to founding Coburn Ventures, Pip Coburn was a Managing Director and the global technology strategist in the technology group of UBS Investment Research. Pip earned an M.B.A. from the Wharton School at the University of Pennsylvania where he founded the Wharton Fellows Fund; and an A.B. from Brown University.

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