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Take the Diamond Rio. It was one of the first digital music players to hit the market, well before the iPod, and it was way ahead of the curve. Around the time of its introduction, the market for MP3s and digital music was rapidly expanding, despite the Recording Industry Association of America’s best attempts to squash the trend with lawsuits. Diamond Multimedia had correctly identified a potential market for devices to store and play this enormous stockpile of digital music. But Diamond was never able to rally wide adoption. The Rio’s features made logical sense, but it just never struck a chord with the public.

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Cover of Subject To Change: Creating Great Products & Services for an Uncertain World

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