A book—this book—is a strange and incredible thing. It begins as an ethereal idea in the minds of a couple of people and ends up as a very real physical object, destined, we hope, to touch the minds of many more.

Along the way we needed to listen to, talk to, energize, gain support from, and embrace—and inspire, persuade, challenge, beg, charm, and collaborate with—an awful lot of people. We had to build our own groundswell around this book, and as we say in these pages, it changed us just as much as we influenced it. We truly do feel we are a part of that groundswell, and we’re grateful to everyone in it.

We need to start with George F. Colony, founder and CEO of Forrester Research. When, as analysts, we came to him with the idea ...

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