Subject to change: how to create great products for an uncertain world (book review)

“The uncertainty inherent in the world should be an indication of vast possibilities … Everyone can and should be involved in creating, prototyping, and evaluating concepts and products, although you’ll definitely want to have folks on the staff who have the expertise to make designs sing and prototypes move”. This is the core message in a new book by the web consultancy company Adaptive Path called Subject To Change. In the spirit of their collaborative vision there are four authors, all with impeccable New Media marketing credentials. The organisation sounds like a religious cult but in fact comes across as rather shiny and sensible.