Technotrends: How You Can Go beyond Your Competition by Applying Tomorrow's Technology Today

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Editorial Reviews

Publishers Weekly - Publisher's Weekly
Burrus, technology futurist, and Gittines ( What Men Won't Tell You But Women Need to Know ) begin this intriguing book by rejecting the widespread notion that the U.S. has completely lost its competitive edge in the global marketplace. They argue that the time has come for America to once again play by its own rules, new rules that will take us beyond the competition. Employing a dramatic mode of inquiry, they describe the ``techno-education'' of seven fictional characters who play cards under Burrus's guidance. This framework enables the characters to identify and analyze a plethora of technical trends from ``electronic data interchange'' to ``fuzzy logic''--software that can deal with conflicts and contradictory commands. The authors also offer stimulating perspectives on core technologies, management and marketing theories, education, training and changing American industries. The card-playing strategem, however, limits the authors' effectiveness in developing their major themes. 50,000 first printing; $75,000 ad/promo. (Oct.)
Library Journal
Burrus, an author and CEO of his own research and consulting firm, forecasts the technological innovations that may determine business competitiveness into the next century. The book's scenario is a fictional card game with seven players of varying occupations. Burrus's character leads them through a game whose changing rules and cards represent new technologies. While Burrus details a wide range of applications, his actual coverage of the core technologies is limited. Readers are left without practical guidance on how to access or fund any desired applications. Other books on this topic provide a more descriptive analysis. In addition, Burrus assumes that all problems, whether in education, global competitiveness, or war, can be solved simply with technology. Not an essential purchase.-- Kathy Shimpock-Vieweg, O'Connor Cavanagh Lib., Phoenix
David Rouse
Rather than consider broad "megatrends," Burrus, who runs his own Milwaukee-based firm providing science and technology information services, concentrates on two-dozen specific technological innovations, such as electronic notepads, neural networks, diamond thin-films, and recombinant DNA engineering. He demonstrates how best to utilize these new tools to gain advantage in business, government, education, and everyday life by inventing a card game with seven players ranging from an inner-city high school science teacher to a CEO of a major manufacturing company to a dairy farmer. Each player is dealt one of the "new technology" cards and is asked to play that card using the "new rules of the game," 30 prescriptions identified by Burrus that have resulted from today's technological revolution. At times his card game analogy is overly contrived, but much of "Technotrends" does prove instructive.
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Product Details

  • ISBN-13: 9780887306273
  • Publisher: Harper Business
  • Publication date: 10/28/1993
  • Edition description: 1st ed
  • Pages: 304

Table of Contents

Introduction: A New Game
The Players
1 A Reality Check: Beating the Traditional Players 1
2 Turnaround Time: Beating the New Players at Their Own Game 16
3 Playing with a Full Deck: New Cards for a New Game 37
4 Opportunity and Obsolescence: Shuffling the Decks 71
5 Picture Power: Keep Your Eyes on the Cards 93
6 From the Edge of Disaster to the Cutting Edge: When to Hold 'Em 116
7 This Way Out: When to Fold 'Em 144
8 Avoiding Self-deception: Calling a Spade a Spade 168
9 Capitalizing on Creativity: Using the Trump Card 197
10 Toward Higher Education: Upping the Ante 218
11 Long-term Problems and Short-term Thinking: The Joker Is Wild 250
12 Whole Life: Winning the Next Hand Before It's Played 269
13 Competition and Combination: Two (or More) of a Kind 294
Conclusion Going Beyond Your Competition 311
Appendix A The Taxonomy of High Technology: Twenty Core Technologies Shaping the Future 325
Appendix B Twenty Core Technologies and Their Relationship to the Twenty-four New Tools 330
Appendix C Twenty-four New Cards in the Game 338
Appendix D The Shifting Focus 348
Appendix E Thirty New Rules 353
Appendix F Nine Revolutions the New Tools Will Create 355
Suggested Reading List 357
Sources 361
Index 363
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