The Change Function Model For Adopting Technology: A Non-Geek View(1)


Well the story goes like this…there was research done in America for Potato farmers and then they determined a curve-which became the Technology Adoption Lifecycle curve.  You could check this book-"Crossing The Chasm", by Geoffrey Moore.  As a Sales guy, selling Product Engineering Services to ISV’s use the software technology to produce amazing products for the customer (At least that is what the believe in).  Now software is a technology which is which could again be broken up into a lot of more related technology but let me take a macro view.  I was going through this Manifesto at Change This and I happened to like it.  What I’ll be dong is shortening the message and try to get the point across in this blog.  In case you are interested to know more, you could download this article, "Non geek’s Are Not Morons: The Change Function Model for Adopting Technology", by Pip Coburn.

This is is the normal function which is known and used by most of the Geek’s:

This old supplier-centric model:

“Moore’s Law” x “Grove’s Law” = a commercial market ( Anybody running a business loves this word when he can find it for a new product)


Technology adoption = f (Moore’s Law, Grove’s Law)

Let’s check the components of the limited supplier-centric model:

“Moore’s Law” says that the price of core technology will keep dropping while technical
capability keeps rising.

“Grove’s Law” implores technologists to create disruptive, game-changing, 10x improvement technologies.(*Gordon Moore and Andy Grove were CEOs at Intel during its hey day)

Pip, has his model, which is more customer or market driven rather than supplier driven.  He says, "Technologists place too great a connection between what can be supplied and what users are willing to buy".

He comes up with this formula, and calls this the Change Function.  I liked the way he links the adoption to the market/customer needs.

Change Function:

Tech Adoption = f (crisis, total perceived pain of adoption)

In short, "Change occurs when a user’s crisis is greater than their total perceived pain of adopting a possible solution".

More in part 2.

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4 Responses to The Change Function Model For Adopting Technology: A Non-Geek View(1)

  1. Jay says:

    Hey Digs this is real good dude and the thought process mentioned about a new product development is amazing…… I will also be going through the PDF mentioned and we will discuss about this dude…
    TC and have a  nice weekend.

  2. Satya says:

    I can find an application of the theory Tech Adoption = f (crisis, total perceived pain of adoption) in my bsuiness,
    I own a Car Audio Wholesale Business in Bangalore for certain American brands of Audio Equipment, there is always an Attached Manufacturer warranty with the products that are sold, and most manufacturers have had a lot of warranty returns as some the equipment that runs on 12V DC is sensitive to the Quality and correctness of the Install, hence due to Bad Installs various reasons like lack of knowledge, incompetence etc causes unhappy customers and loses in terms of warranty returns for the manufacturer, so  there has been a change in trend and policies by the Manufacturers ,
    Tech Adoption =  F (Damaged Equipment due to bad installs , More Expense in consulting and hiring a professional installer)
    Damaged Equipment due to Bad Installs = Resulting to damages to Car\’s OE wiring, possible failiure of the Audio products purchased and also losing out on limited warranty for the product itself as it violates the Warranty policy of professional install.
    More Expense in consulting and hiring a professional installer which is a good Idea considering the Security and peace of mind promised, but Manufacturers are stressing on Installation Certificates from Authorised Installers who are again trained by either the manufacturer or a recognized body, At the same time the cost of Installation goes up drastically almost 3 times of what it used to be. In fact manufacturers have gone to the extent of making it a part of the warranty policy or at times giving extended warranty to products if installed by certified workshop.
    Even if the manufacturers would not change the trend by making a certified install a part of the warranty policy, still, due to failed products because of bad installs would be a catalyst to rise in the number of Professional Installers and people going to avail their services also.
    This trend described actually is mainly in the USA market, but slowly the concept is picking up In India, as till 3 years ago there were just 2 good installers in Bangalore, but today there are about 6 good installers out of which 2 are Company Certified by Sony and JL Audio.

  3. digvijay says:

    Well, Satya..thanks for the detailed description of the model as part of what goes on in your business.    There is something I would like to add in…you have not mentioned the Tech adoption value..i mean tech adoption of what.. from my understanding it\’s (using certified install people)..tell me if I\’m wrong…

  4. Satya says:

    Its not just using certified Installer, that is just a part of the process, 
    Tech Adoption is that, Certified Installs are being promoted and to some extent even Enforced by some of the manufacturers, i.e, the Mnaufacturer actually tells people they need to get a Certified Install in order to avail the benefits of a Warranty which has a wider Spectrum and Less Headache at the end of the day for the end user, but after going through the somewhat painful process of the Install.
    I am calling it painful as most people in the US watch Videos and DIY (Do It Yourself) cos the labour costs os too high for a professional Install as it involves Skilled labour and all of us know how skilled labour gets paid out there.

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