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Question:Why aren't our customers using our wonderful new technology?

Answer:Getting a new technology quickly adopted is a common problem in our New Economy. Often, while the engineers and the marketers think the technology is terrific, they fail to consider its value from the customer's perspective. This is a very common early misstep for technology companies.

In short, new technologies are more quickly adopted when potential customers perceive them to be: 1) better than what they used before; 2) compatible in all senses of the word; 3) easy to use; 4) easy to try out; and 5) easy to see the benefits.

If even one of these requirements is not met, the technology firm may have trouble getting its product adopted.

Read our detailed tutorial on technology adoption.

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