However, if you aren’t ready for a particular technology, it can get in your way. If you aren’t comfortable with computers or technology at all, then you should match up solutions and techniques that work for you.
A way to think about this is by understanding what type of technology buyer and user you are. There is a widely accepted sociological model that was originally developed in 1957 at Iowa State University. Geoffrey Moore used this model in his book “Crossing The Chasm” to help technology companies understand their market.
The model uses a classic bell curve to describe the psychology of how and when particular consumers will adopt a technology throughout its useful life. Technology companies use this model frequently in their marketing and positioning.
As a consumer and as a Small Business Owner, you should try to understand where you fit. After all you are trying to save time and money, not add time and waste resources.
Take a good look and see where you fit:
Innovators – According to Moore, these folks “pursue technology aggressively.” They want the latest technology NOW! They are VERY comfortable with playing around with the latest and greatest. Manuals get in their way. They buy and experiment first and figure out how their new gadget will help them out later. If you want to meet one, they’ll be standing in line at the Apple or Cingular store on June 29th buying an iPhone.
Early Adopters – Early adopters love technology, too. Unlike the Innovators, they look before they leap. They need a compelling personal or business reason to experiment with new technology. But, after the initial “bugs” are shaken out, and after comparing it with their current solution, they’ll buy. They may read a manual to optimize the technology. They’d need a very compelling reason to replace their Blackberry Pearl with an iPhone.
Early Majority – These folks are also comfortable with technology. They want all the initial quirks shaken out. They don’t buy the first release; and may not buy the second either. If they buy a new computer, they may ask for Windows XP rather than Windows Vista. But, they are the first major wave of buyers. If a technology gets adopted by this group, it will likely be successful. They have a Treo on their belt and an iPod in their pocket.
The people in these profiles have a natural affinity for technology. They actively seek it out. They adopt at a different pace, but they embrace technology. The last two profiles are more technology averse.
Late Majority – These buyers definitely wait for a clear winner or standard to emerge. They will buy because it is well justified, there is plenty of support and they have many associates who are using the technology. Following our PDA Phone example, Treo and Blackberry users are in this group.
Laggards – These buyers are technology averse. They avoid it until they have no choice. They were the last to have cell phones (for phone calls only, please) and an email address. In business, they prefer things on paper. They prefer faxes to email attachments.
As a small business owner you might be concerned about adopting technology too soon. That’s prudent. Many technologies fail before they get to the Early Majority. If there aren’t enough early adopters, companies go out of business or products are taken off the market. (Think Betamax.)
Technologies also fail when they get widely adopted, but the company or technology can’t handle the volume. A good example is Bluetooth technology. It was going to make our offices totally wireless. However, the way it works is too hard for most people and other wireless keyboard, mouse and printer technologies are much easier to use. It didn’t “Cross the Chasm.” (The only exception for Bluetooth has been a little niche in wireless headsets for cell phones for the Early Majority.)
It’s important to recognize which one of the categories you fit into. If you are a “Late Majority” buyer, the iPhone is not for you. But, you might consider a Treo or Blackberry in conjunction with your Outlook calendar. In other words, you will only save money and time if you match your technology to your profile.
Lenny Greenberg, Silicon valley consultant and author of the “Low Cost Small Business Starter Kit” is the “Small Office Maven.”
He specializes in helping Home and Small Business owners maximize their resources and keep their costs down while providing
them with a 'LARGE CORPORATE' appearance in the process. For over 30 years Lenny has started and grown successful companies.
Be sure to get his free report - "3 Computer Tips That Will Save Your Business" at http://www.smallbusinesslowcost.com.