"After years of studying countless winners and losers, Pip Coburn has come up with a simple idea that explains why some technologies become huge hits, but others never reach more than a tiny audience. As he explains in The Change Function: People are only willing to change and accept new technologies when the pain of their current situation outweighs the perceived pain of trying something new. Most potential users are afraid of new technologies, and they need a really great reason to change. If you don't give them that reason, then forget it."--BOOK JACKET.