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—Charles L. Mauro, CHFP,President/Founder of Mauro Usability Science

Over the past four decades I have had the opportunity to participate in many of the most successful technologically-centered development programs proffered by companies on a global basis. However, in the last decade I have sensed a growing divergence in the underlying depth of such entities, in terms not only of management expertise but, more importantly, in the ability to deliver meaningful and profitable products and services to the marketplace. For the first time, Jeffrey Funk has rigorously defined the core of this problem and speaks truth to power – that technology development is no longer about creating meaningful and profitable solutions but much more about building a Unicorn Brand without out substance. VCs are going to hate this book… which is a meaningful measure of its great contribution. The future is not what it used to be.