INTRODUCTION
Imagine the year is 1876. You work for a leading bank. Your boss comes to you with a deceptively simple question: “Alexander Graham Bell has developed a way to transmit voice over a wire. What does this mean?” How would you go about answering that question? The world’s leading communications company, Western Union, called Bell’s innovation a “toy.” No data exists to help guide your analysis.
Step forward about one hundred years to 1978. You work for a consulting firm. Your team manager comes to you with a deceptively simple question: “AT&T is testing a mobile phone service. What does this mean?” How would you go about answering that question? How could you interpret the subsequent choices companies made as they commercialized this ...
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