A common technologist blindspot is that techies often do not understand what business/users want and how they are going to use it.
Technologists think, “Build it, and they will come.” But they’re building plenty of cool stuff, and consumers aren’t coming.
Techies are often so taken and smitten by their own technology that they fail to understand why and how it may not sell. Just because a technolgy is logically coherent and technically brilliant doesn’t mean it would sell. And sale is where the first ‘potential for value’ gets created, whether or not a technologist likes to admit it.
Most people will not switch to something new unless the perceived benefits far outweigh the perceived pain in switching. Pip Coburn, the author of “The Change Function: Why Some Technologies Take Off and Others Crash and Burn“, calls this the Change Function, and understanding this gives an insight into what’s likely to sell and what’s not.
Click here to read an article by Pip Coburn on the Change Function that appeared in May issue of Fast Company.