Comments on: The friction coefficient http://www.cindyalvarez.com/roi/the-friction-coefficient Better products and product management through constant iteration and stronger communication. Wed, 01 Feb 2012 18:04:45 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Sean Murphy http://www.cindyalvarez.com/roi/the-friction-coefficient/comment-page-1/#comment-48352 Sean Murphy Thu, 03 Sep 2009 20:48:39 +0000 http://www.cindyalvarez.com/the_experience/?p=9#comment-48352 Interesting insight. What I have found is that the time to payoff matters more than the size of the payoff: in other words prospects use the estimated time to get a benefit as a rough proxy for the amount of risk (and therefore level of "discount") in a potential benefit. Pip Coburn has a slightly different formulation in his "Change Function" model. Why do people adopt new technologies? People change habits when the pain of their current situation exceeds their perceived pain of adopting a possible solution. I call that the "change function." It may seem simplistic. It's supposed to be. Change = f (level of current crisis, perceived pain of adoption) see http://www.fastcompany.com/magazine/105/next-essay.html and his book http://www.amazon.com/Change-Function-Technologies-Others-Crash/dp/1591841321 Interesting insight. What I have found is that the time to payoff matters more than the size of the payoff: in other words prospects use the estimated time to get a benefit as a rough proxy for the amount of risk (and therefore level of “discount”) in a potential benefit.

Pip Coburn has a slightly different formulation in his “Change Function” model.

Why do people adopt new technologies? People change habits when the pain of their current situation exceeds their perceived pain of adopting a possible solution. I call that the “change function.” It may seem simplistic. It’s supposed to be.

Change = f (level of current crisis, perceived pain of adoption)

see http://www.fastcompany.com/magazine/105/next-essay.html and his book http://www.amazon.com/Change-Function-Technologies-Others-Crash/dp/1591841321

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