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Sidestep and Twist by James Gardner

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PRICE/PERFORMANCE AND THE ECONOMICS OF BREAKTHROUGHS

The S-curve doesn’t account for everything we can observe about the rise of new products and services, however. If everything was about S-curves, then it ought to be possible to take genuine breakthroughs and market the hell out of them to achieve success. The S-curve suggests all that’s necessary to guarantee success is reaching enough people in the innovator segment with a resonant message. They, in turn, will lead everyone else to adopting in simple stages.

But if this were true, then some of the most hyped inventions in history should have sold like hotcakes. Take, for example, the Segway Personal Transportation device, unveiled to an ultra-expectant world on 3 December 2001 on the ABC ...

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