Grant McCracken: “IT” Extraction (Killing A Brand Softly)

Grant McCracken: “IT” Extraction (Killing A Brand Softly)
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Last week, quietly and without fanfare, ThinkPad decided not to renew its flagship model, the X301.

Grant McCracken, Cultureby
  • 22 july 2010

Last week, quietly and without fanfare, ThinkPad decided not to renew its flagship model, the X301. The X301 is a beautiful machine. It has that wonderful ThinkPad keyboard, a huge screen, and it weighs only a little bit more than a ballet slipper. It is a miraculous demonstration of what design and engineer can do.

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