Our technology is evolving fast.  Moore’s Law says that processor speed will double every eighteen months.  That’s incredible!

On the other hand, human psychology is based on a million year old piece of hardware that has to change on a biological timetable that requires 20 year generations for change.

That biological change is painfully slow when compared to the changes technology makes.

In one generation, mine, we went from computers the size of buildings to having greater far greater computing power so small it fits in the palm of your hand.

We run aggressively along developing new technologies, new web applications, new software.

But one important checkpoint is to look at is Psychology and how the poorly engineered human will interact with with any new technology.  That poorly designed human is the end customer of the technology.

Without accommodating the psychology of the consumer, the technology is not going to be successful.

As nifty and clever as it may be, as strong as the perceived benefit may be, without consumer acceptance of the technology, it is nothing but an expensive plaything, a parlour trick.

About fifteen years ago, I articulated my law of the internet:  Patience is inversely proportioned to the speed of the technology.

It reminds us that customers can be demanding.  If you give them an inch, they say “thanks where’s the next inch?”  But also, that changing technology can leave the consumer behind at times.

When it comes to the acceptance of a new technology, psychological needs dominate.  The WIIFM or What’s In It For Me is the motivator, not what the technology can do.

The same is true for communicating the value of the technology or application.  If it doesn’t address a consumer need, it might whiz, it might whirr, it might click when it stands still.  But not enough people are going to buy it.

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