Technology Adoption Isn’t the Same as Adaptation.
Product companies are always highly optimistic about the rate in which customers will rush to adopt new innovation. And they are often disappointed.
They are often disappointed and frustrated when the marketing campaigns, press releases and early-adopters sales campaigns yield just that—early adopters that appear to be perfect candidates to exploit the benefits of the new product, yet wide adoption seems to always be in the distant future.
There is always a time lag between innovation adoption and organizational adaptation. Vendors often mistake early small volume buyers and mere tire-kickers for their organization’s willingness and ability to adapt to the changes imposed by the technology and must be heeded before realizing its benefits.