It's Not About the Technology

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.