I’ve turned my hand to many things over the years, but book reviewing had so far not been one of them. Having recently read The Change Function by Pip Coburn, I was asked to give an overview to some colleagues as to what it was all about. What better way to do this than write a review. I have found the premise of the book simple, useful, and easy to apply to situations both inside and outside of Talis. I would recommend it as a read to anyone involved in building products and services. For those not inclined to read it yet, I though I would publish my review to a wider audience. - I’m still not convinced that reviewing is one of my strengths, but here we go anyway.
The Change Function
The Change Function - in the title of Pip Coburn’s 2006 book, analysing why some technologies take off when others don’t, is a deceptively simple formula that he has developed to help explain the phenomenon.
Pip’s background is in advising technology investors in his own company Coburn Ventures and previously as managing director and global technology strategist in the technology group of UBS Investment Research, from where he has been able to observe the introduction of many and analyse why some succeed and some, as he puts it, crash and burn.
The Change Function: f(perceived crisis vs total perceived pain of adoption)
The function comes at the problem of identifying the success of a technology by looking at it from the point of view of the users of that technology - the users. Obvious you may think, but as he shows not always as obvious as you might think to those that are trying to launch new technologies to a world of prospective adopters.
Applying the function helps to get inside the heads as to what users really want, looking for ways to reduce the total perceived pain of adopting a new way of doing things. As Pip puts it we want to understand the crisis at the adopter level, or specifically how a new offering solves a problem such that the pain in moving to a new technology is lower than the pain of staying in the status quo.
He highlights how often technologists forget how large the gap is between them and real people, many of whom resent technology. The “build it and they will come” thinking prevails in the world of technologists. The ‘Technology happens’ philosophy, driven by Moore’s Law and others drives a theory of technology gets faster, cheaper, so therefore will naturally happen. The theme of The Change Function is that these factors often are needed to help things happen, but they don’t make them happen.
A good example of this is the Personal Computer - the real kick in the adoption curve for the PC didn’t come when it became cheap enough or powerful enough, but when the Graphical User Interface made it easy for most to operate it.
The crisis word in the function is, as Pip acknowledges, is not an ideal word for what he is describing but he hasn’t found a better one. It covers a multitude motivations from, ‘I need to be more productive’, through ‘My company needs the edge on market intelligence to succeed’, to ‘I feel left out because everyone else seems to have an iPod’. As with most motivations in life the ‘crisis’ is often more perceived than real, but that makes it no less of a driver for change.
On the other side of the function Pip places pain of adoption, and again uses the perceived word. The pain of adoption, from the technologists point of view, is often very low - they produced it, they understand it. This is opposite from the potential users’ point view who often don’t understand either the technology or the technologists.
Pip also introduces total to perceived pain of adoption (TPPA). This is important because often some user’s perceived pain is not obvious to technologists - feeling stupid because you have to ask your eight year old how to operate a new gadget can be a greater pain than the cost of purchasing it.
Much of the book is taken up with drawing valuable lessons from examples of successes and failures.
For example The Tablet PC - launched in 2001 by Bill Gates, but sales yet to take off. A cool piece of technology enabling people to interact with a portable PC using handwriting recognition capabilities. Great for drawing etc., but a whole new ball gate to learn how to use and interact with the traditional office applications everyone are always using. There is little or no crisis in the minds of the purchasers of PC’s that would drive them towards a Tablet PC purchase. The is a high TPPA - they would have to learn a new way of interacting with the device - humans don’t like having to learn new ways to do things.
Salesforce.com is an example of an organisation who’s success is based on keeping the TPPA to a minimum. The crisis for Salesforce’s potential customers, in capturing, tracking and capitalising on the data from the relationships with their customers, is well known and has fostered a whole industry of CRM system suppliers. CRM systems have a reputation for being difficult to implement and maintain - purchased by senior executives and forced on the their organisations. Salesforce’s approach is to work with the users and not the executives; signing up users on line and allowing them to try out the system, and evolving the system with the users, trying new features with them. Coupled with a subscription purchasing model that can be cancelled at any time. TPPA is low in a known high crisis situation.
Towards the end of the book, pip lists ten sets of questions to ask to illicit if an organisation is aware of the issues raised by the Change Function, which are eye-opening to ask your self. He closes with a What to do? chapter indicating a way forward for those convinced by his arguments.
Just having The Change Function rattling about in the back of my head over the few weeks since reading Pip’s book has thrown new light on day to day questions about how and why things should be designed and delivered - a required read for anyone, and everyone, associated with trying to change the way people do things.