Digital gadgets—and the online services they make possible—constitute a trillion-dollar economy, change the way people spend and communicate, and sometimes define who we are. But what makes a successful consumer-tech gadget? Why do even the best-known companies produce flops? This course explores five of the most important factors: product concept, design execution, marketing, critical reviews, and online buzz. Students will assess unreleased new gadgets, learn from visiting tech-company bigshots, and participate in a contest to generate YouTube/Twitter viral buzz.
David Pogue was a Columbia Business School faculty member from to 2011.