Dooley, INBETWEENERS - How to Translate Tech into Customer Value in the AI Era

Technology advances because some people dare to think deeper, build bolder, and see what others can't. Yet the brilliance that fuels innovation can also generate overwhelming complexity. This book reveals how to tame complexity without diluting innovation by introducing the Inbetweener: a technology translator who bridges the gap between inventors and the market. The Inbetweener uncovers what is truly sellable inside complex solutions. By reshaping intricate ideas into clear value, the Inbetweener helps teams focus their brilliance. They transform dense solutions into offerings that customers can understand, trust, and ultimately buy with confidence in real markets. Written for leaders, technologists, and aspiring Inbetweeners, this guide shows how clarity can transform great ideas into products customers understand, buy, and love. Ken Dooley is a Professor of Smart Buildings and Services at Aalto University. His career has been defined by technology translation in roles such as Chief Data Officer, Chief Product Officer, and Innovation Director. Elisa Rönkä is the EMEA Managing Director of Digital for Johnson Controls, driving enterprise growth in smart building technology and serving as a recognized thought leader in digital transformation.