This book was released in 2006. The big idea is that people are only willing to change when the pain of their current situation outweighs the perceived pain of trying something new.
Ideologically this book is somewhat related to lean startup movement. It’s a reasonably good read. But that’s not the main point. Instead this book was staggeringly interesting, because it so nicely reminds us how much the world and technology really has changed in ten short years.