My collaborating authors and I have, from the very beginning of this project, struggled with the question of who is our audience and who might benefit from the lessons that one can glean from such a story of one company. We have identified many possible audiences—founders and entrepreneurs; investors; executives who are trying to change their companies to become more innovative, or perhaps more efficient and less innovative; management theorists interested in the growth, evolution, and death of an organization; organizational consultants; students going into business and wondering what sort of a world they might be entering; professors interested in teaching about leadership, organizational culture, and technology; and, of course, Digital ...

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