A renewed profession is generating insights on technology and markets, meaning life and death to companies – depending on how they receive the specialist´s advices. Those professionals are the tech etnographers - or technographers for short.
Tricia Wang now works for IBM. When she was working with Nokia, she told to the top hats that their vision on the future of mobile wouldn´t prevail. Tricia spent months in cybercafés, learning from the users themselves – their spectations and needs. Nokia didn´t buy Wang´s ideas - nor customers bought Nokias´s phones. The company lost millions of dollars in opportunities and never recovered this market share.
Paul Durant is a analyst who spent years telling Akira Company to stop using “free” processual software and to make it´s own fork – it´s own version – avoiding communication bootlenecks between makers and users. It was in vain. Now, the more analysts work, the less satisfied the customers are.
Conversely, people know the story of Steve Jobs – one of Apple Computer´s founder. He was fired from his own company - just to come back on his own terms to teach how to make dreams come true and how to deliver superb quality to customers.
This reinvented profession merges Anthropology, Sociology, Technology, Data Science, Intuition and Market – is a fast growing path of knowledge. But don´t expect to find many courses abroad. It´s time to dig for yourselves and think freely !
References
Kai Fu Lee: “AI Superpowers: China, Silicon Valley, and the New World Order”.
Tricia Wang: Curriculum Vitae.
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