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It's Not About the Technology is about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. High-tech executives agree that a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is predicated on the notion that the success of execution lies neither in the technology nor in the market strategy. On the contrary, it is shaped by the context of an individual, whether an engineer or a marketer. From this viewpoint,...

It's Not About the Technology is about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. High-tech executives agree that a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is predicated on the notion that the success of execution lies neither in the technology nor in the market strategy. On the contrary, it is shaped by the context of an individual, whether an engineer or a marketer. From this viewpoint,...

This is the Simplified Chinese translation of the book with the same name in English.

If you are working in a China-U.S. company, then this book is written with you in mind. More generally, it is about the disconnect patterns that appear repeatedly in a high technology company with operations in the U.S. and in China.

"It is very difficult to work with China folks," "The U.S. team doesn't understand China."

Disconnects like these are at the center of most China-U.S. companies. They run deep. They do not spare anything, contaminating the company's day-to-day decisions, its...