Adoption - an instance of adopting somebody or something such as an idea, name, or attitude.

Imagine being able to create a family without ever getting pregnant. 

So many brands and products frantically seek to get people pregnant in the hope of being accepted, when in reality people would adopt them without the need to get pregnant. Remember the book, CD and DVD clubs that offered your first favorite for a 99c. You then end up with a monthly subscription for a whole host of products you probably did'nt want. 

However it takes more than good looks, charm and being cute in the world of technology adoption. For example, having a unique bar-coded coupon delivered to my cell phone with the latest discounts and offers is really exciting. I then take my amazing offer to the cash register attendant and discover the laser POS system can't recognise my coupon because of the low resolution of the cell phone screen. The new invention becomes now appears to be unadoptable. 

As you develop your next product or service make sure every step of the transactional process has been taken into account, otherwise you run the risk of never being loved, simply because  you developed excellent products that nobody can use. 

How many times have you heard technology marketers ranting about how they are going to revolutionise the world. The dilemna marketers face is who should they believe.

Because we work with some of the worlds best known brands, new technology vendors are constantly approaching us with the next 'big idea' and how its going to revolutionise our customers markets. The dilemna we face is deciding which new technology will be adopted in the marketplace. The is first step is to, blow back the hair so you can get down to the hide. Numerous questions need to, these are three fundemantal questions that have to be answered;

1. Will it attract and gain new customers for our clients

2. Will the value of average orders be increased

3. Will it increase the frequency of orders

Unless the answer is YES to all three, its not even worth evaluating. Why? because post modern marketers have access to a wealth of performance evalution tools. Having "buzz" and being 'cool" no longer pays the rent. Its all about performance that can be measured, quantified and justified by results.

So the next time someone knocks on your door and promises to "rock your world", ask them these three simple questions. Or your might find yourself buying Mutton dressed as Ham