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