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Not a shoe-in

Published Tuesday, May 01, 2007

In the early days of telematics, I used to go to a technology trade show where almost every “exhibit” was a little black box displayed on a four-foot high, draped table. The boxes had names that were inevitably letters and numbers — the ZAPT 1200, the BKOL3, etc. What none of these boxes had, however, was a job to do. They were all solutions in search of a problem. Talking with the exhibitors themselves would just drive me crazy. The question, “So, what exactly does your product do?” never failed to elicit a long list of functional characteristics.

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