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Pip Coburn, in his Manifesto, “Non Geeks are Not Morons” (free download here), makes a case for those of us who are technology-challenged to some degree.

Too often, technology-makers are motivated by Field of Dreams theology (“If they build it, they will come”), and Pip argues that the real motivation for people to adopt new technology has more to do with pain rather than gain. Rightly pointing out that most people’s reaction to change is more emotional than rational, he says technology adoption is actually more a function of two factors: crisis, and total perceived pain of adoption. Because both terms are defined emotionally, they vary from person to person.

How many times have you ever seen commercials for high-tech products, and thought to yourself, “so what?” The VCR is a good example. When the pain of missing a good show overcomes the pain of learning how to use one, then and only then will you be motivated to buy it. “Just because it’s there” isn’t good enough anymore (was it ever good enough?), and sadly many still don’t get it.

A sane voice in the wilderness, or totally wrong? You decide.

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