Posts Tagged ‘buyer decisions’

Defining a Core Business Problem for Technology Companies

June 24th, 2014

It has been a while since we wrote a post, so I thought I would outline why I think that you, as a technology vendor, probably have a unique technology, but have an adoption problem. What you think is a technology adoption problem is really a buyer adoption problem.

As a buyer, I bet if I read your website or marketing materials, I would not be clear on what strategic business problem that you solve or what changes in behavior are required of the buyers to adopt your approach. But I can hear you say:”Wait. You don’t know what I do. How can you say I have a problem without looking at my stuff?”

I know because this is the core existential problem for almost every technology company and because adoption is so difficult to overcome quickly. Technology by definition is change. Newer is better, different. If it ain’t new, it ain’t technology. Even “old” technology is referring to something that was new at the time and now is obsolete. So, the business of technology is the business of change. Continue reading “Defining a Core Business Problem for Technology Companies” »