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    3. Technology Adoption: The 9x Effect»

    Technology Adoption: The 9x Effect

    Dave Austin
    Technology

    Working from well researched principles of human decision making behavior, a Harvard Business School professor explains that whether or not a high-tech product succeeds can be explained by the "9x Effect". In a very small nutshell, the 9x effect says that a potential user of a new product will underweight by a factor of three the benefits of a new product, and overweight by the same factor the costs of giving up their current solution. Human beings evaluate new things relative to the status quo, and we are risk averse (we exaggerate the cost of a loss in our minds). So if a new product is to succeed, it better be nine times better than the current solution.

    This got me to thinking about my preaching here on this blog. How do I evaluate products? Am I pushing sub-9x solutions in my preaching here?

    With a few exceptions I don't think I am.

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    Profile: Dave Austin

    Dave is a seasoned marketer with experience spanning both B2B and B2C marketing. His resume includes extensive work for several high-profile brands including Salesforce.com, IGN Entertainment, and Myspace (remember that?). He loves his work and is fascinated by the ever-changing landscape of digital marketing. He lives in the San Francisco Bay Area with his wife, two daughters, and their crazy cat, Martin.

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