Inbetweeners: How To Translate Tech Into Customer Value In The Ai Era

This book addresses the orchestration gap between technical excellence and business value delivery in technology organizations. It introduces the concept of "Inbetweeners"―professionals who bridge the divide between engineering teams and commercial stakeholders. The text examines organizational challenges including technological complexity, siloed structures, and misaligned incentives.

• Addresses the critical gap between technical teams and business stakeholders in technology organizations through the concept of "Inbetweeners"
• Examines the organizational challenges created by technological complexity and proposes practical frameworks for bridging the tech-sales divide
• Explores the impact of Agentic AI on product development, organizational structures, and future career paths in technology sectors
• Presents a Translation Framework for effective communication and value delivery across organizational silos
• Provides actionable strategies for hiring, retaining, and incentivizing professionals who can navigate between technical and commercial domains

This title has been co-published with Professional Publishing Finland. T&F does not sell or distribute the print editions in Finland.

Ken Dooley serves as 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 serves as 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.