ChaPter 14 ObservaTiOn and ideaTiOn Technology is just another part of society, and the markets for new tech- nologies sometimes seem like a convoluted dance of intentions, reactions, and unexpected consequences. Apple Computer sent thousands of unused Lisa computers to a garbage dump in 1989 because they could not sell them (Hall, 1999). In 1994 Nokia sold 50 times as many of their model 2100 hand- set than they had predicted, which caught them by surprise (Ravasi and Lojacono, 2005). Because markets are complex and people are unpredictable, it is tempt- ing to say that developers should focus on technology because it is easier to understand. This decision, which may seem like a safe focus on "core com-