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This book is not about a new concept, or a new technique. It tackles the big questions of how to develop the craft of the thinking that is required of us in high technology companies. It is predicated on a radical notion that, even though the problematic is the execution in a high technology corporation, neither a high level market strategy nor the kind of technology itself matters, insofar as learning the craft of execution goes. How marketers and engineers comprehend a context uniquely shapes the ways they interact, engage in decision-making phenomenon, and eventually their execution performance in a company. The breakdown of their interaction occurs when the individual contexts of a marketer and an engineer are permanently secluded from one another.this book methodically demystifies the key to successful execution in the high technology space