Playfulness, ideology and the technology of foolishness in the creation of a novel market niche for distributed control : the case of iPLON

Distributed control is a technology and a design philosophy that, albeit superior to centralized control, cannot spread because it would require restructuring existing industries. It survives, however, in specific market niches. In this case-study we report on a small firm creating a novel market niche for distributed control. It is an engineering firm, where commitment to a fascinating technology generates the ability to turn serendipitous encounters into business opportunities. Because of deep beliefs motivating people to commit their lives in spite of substantial difficulties, we speak of a technological ideology. We submit that, in this case, a technological ideology is key to explain the ability to explore novel possibilities, or the technology of foolishness according to James March.