If we are able to create an idea or a product then the challenge is to figure out if the product is innovative enough to stand out from the crowd of products or what needs to be done to make it stand out.


Reinvention is the process of taking a known concept and then modifying it based upon insertion of new technology or processes.

About the Author

Kenneth J. Thurber has spent his career working in the field of computer and system architecture. He has written or led nearly 500 technical proposals (winning over 200) leading to over $2.5 billion in research, development, and product derived work since 1969. He also consulted on the purchase by end users and/or product introduction by manufacturers of over $10 billion dollars worth of equipment. He was the system architect for the specification of the Local Area Network and distributed processor concepts that resulted in the deployment of a real time system worth over $7 billion dollars. He developed the concepts of technology big wave surfing as a metaphor for ways to capitalize on the disruption that technology brings to the product marketplace. He is the creator and the world’s leading practitioner of extreme ways to develop, manage, market and invest in the technology product marketplace. In addition to forming and running several companies he has been a consultant to many Fortune 500 companies. He is considered by many to be the “Consultant’s Consultant”.

Work Experience

Kenneth J. Thurber has worked for several major corporations including Honeywell and Univac. He was on the adjunct faculty of the Computer Science Department of the University of Minnesota. He is currently the president of Architecture Technology Corporation which he co founded.

Further Author Information, Education and Publications

Written by Kenneth J. Thurber

PhDEE 1969, Montana State University



Books (edited by)

Books, Newsletters and Reports (as published by Architecture Technology)

Past Volunteer Activities

Charter Member IEEE Computer Society Golden Core

Governing Board IEEE Computer Society

Chairman IEEE Computer Society TCCC (Technical Committee Computer Communications)

Distinguished Visitor IEEE Computer Society

Member of IEEE Computer Society, ACM, and SME.

Registered Professional Engineer License


Defining a product results in trying to figure out how the product fits against other products in the market. having figured out its relative position it is the job of the designers to position the product and its features against comparable competitors.


If you can disrupt the staus quo then you have the opportunity to create wealth and prosperity for you and your associates. Disruption of a product industry or company is a good goal and if you do not disrupt your product or market rest assured someone else will.