Although their personal motives are quite different they are united by their

Although their personal motives are quite different

This preview shows page 4 - 6 out of 48 pages.

Although their personal motives are quite different, they are united by their drive to be the first, the techies desiring to explore and the visionaries desiring to exploit the new capability. No one else in the Technology Adoption Life Cycle has any interest in being first, as you can see from the remaining profiles: 3. Earþ Majority = Pragmalfsfs. These people make the bulk of all technology infrastructure purchases. They do not love technology for its own sake, so are different from the techies, whom they are careful, nonetheless, to employ' Moreover, they believe in evolution not revolution, so they are not visionaries, either-indeed they shy away from them. Instead, they are interested in making their compa- nies, systems work effectively. so they are neutral about technology and look to adopt innovations only afLer a proven track record of useful productivity improvement' including strong references from people they trust' Pragmatists are the PeoPle most likely to be in charge of a company's mission-critical systems. They know this infras- tmcture is only marginally stable, and they are careful protect it from novel intrusions. As such, they prove tough nut to crack when the time comes for them to write shifting to the new Paradigm. to be
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ley tend to love new innovation, earþ market. Each visionary one else would begin to overtax prise. Sooner or different kind of Lt everybodY else visionaries make motives are quite be the first, the desiring to exPloit ogy AdoPtion Life can see from the rple make the bulk ;. TheY do not love lifferent from the heless, to emPloY' revolution, so theY y shy awaY from úing their comPa- are neutral about fions onlY after a ivitY imProvement' uheY trust. o be in charge oF a :v know this inflras- ,h"Y ur" careful to t, theY Prove rc b3 a s for them to under' CROSSING THE CHASM_AND BEYOND 17 when they finally do make this shift, pragmatists prefer to buy from the market ieader for two reasons. First, everyone else in the market makes their products work with the leader's, so while the leader's product may not be the best one, systems built upon it are going to be the most reliable. Second, the market leader attracts many third-party compa_ nies into its aftermarket, so that even when the reader is not responsive to customer requests, the marketplace as a whole is. As a result, pragmatists have determined that customers of market-leading vendors get a better overall value from the market. 4. Late Majority = Conservatìves. These customers are pes- simistic about their ability to gain any varue from technoi- ogy investments and undertake them only under duress_ typically because the remaining alternative is to ret the rest of the world pass them by. They are very price-sensitive, highly skeptical, and very demanding. Rarely do rheir demands get met, in part because they are unwiiling to pay for any extra services, all of which only reconfirms their sour views of high tech.
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