Tech Adoption

Josh Bernoff writes:

For new consumer technologies, the timing is right if the product can be immediately useful to people based on the technology they already have. iPod takes flight when people have a lot of MP3s already. Home networks build on broadband and multiple PCs.

In 2000 (!) we formulated these rules for new technology and benefits, which still hold true:

* Benefits must be simple extensions of existing behaviors
* Benefits must be in line with costs.
* Benefits must be more visible than the technology

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