When a buddy offered me a copy of Predicting Technology by Thomas E Vass, I was excited. As I'm in new business development, predicting the future of technology would come in extremely handy. Technology drives other innovation. Everything is connected.
Unfortunately, this book was not. Handy, that is. I'm thinking Vass must know what he's talking about, supposedly he is "one of the top 100 private managers in the country." I simply could not understand what he was saying. It is written like a textbook, has 40 pages of attributions to other works, and some of the longest words ever used in business. I also found statements like "Most entrepreneurs come from the ranks of the unemployed, the outsourced, the down-sized and the laid-offs" almost offensive.
Hhhhmmm... well, maybe he's right there. (Grinning) Maybe the reason I can't understand it, is because I'm one of those unemployable ranks (though I seem to land contract gigs quite easily).
But a great lesson from this book is to match your communication with your target market. Accord to Vass' website, this book is targeted to entrepreneurs. Yet most of the suggestions are aimed towards influencing government. It isn't written in a language the average "unemployable" entrepreneur could understand. And it doesn't respect the resource (time) entrepreneurs have least of.
I don't doubt this will be an influential book. I'm simply going to wait for the Vass for Dummies version.
Oh, if anyone else has read this book and could summarize it in everyday English, I would appreciate knowing about it.