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Kenneth Traub

The late Kenneth Traub, a consultant with thirty years of experience in software engineering, was the cofounder and technical advisor to five high technology startups.

Titles by This Author

How to Thrive in the IoT Economy

In the past, companies found success with a product-first orientation; they made a thing that did a thing. The Inversion Factor explains why the companies of today and tomorrow will have to abandon the product-first orientation. Rather than asking “How do the products we make meet customer needs?” companies should ask “How can technology help us reimagine and fill a need?” Zipcar, for example, instead of developing another vehicle for moving people from point A to point B, reimagined how people interacted with vehicles. Zipcar inverted the traditional car company mission.