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Loading ...Diffusion of technology that changes the world
The Undercover Economist draws an analogy between electricity and computers as revolutionary technologies changing the fabric of business.
Since these technologies fundamentally change the way of doing business, their diffusion takes decades. Time is consumed to overcome resistance, to open minds to new possibilities and finally to completely reorganise well established processes.
Such disruptive innovation is not smooth and progressive. There will be failures along the road, and sometimes spectacular ones which will be used by skeptics to delay change.
But what both technologies also have in common is the reward to do business on a different scale, rather than the usual incremental improvements.
So eMarketeers - hang in there! You’re ghost-driving for the moment, but sooner or later, everybody else will be a ghost driver.
