In this episode, Geoffrey Moore and Michael Barbera discuss the Technology Adaption Lifecycle. The Technology Adoption Lifecycle is a sociological model that describes the adoption or acceptance of a new product or innovation, according to the demographic and psychological characteristics of defined adopter groups
Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Mohr Davidow portfolio and established high-tech enterprises, most recently including Salesforce, Microsoft, Intel, Box, Aruba, Cognizant, and Rackspace. Moore's life's work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face when transitioning from early adopting to mainstream customers. It has sold more than one million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore's most recent work, Escape Velocity, addresses the challenge large enterprises face when they seek to add a new line of business to their established portfolio. It has been the basis of much of his recent consulting.
Michael Barbera is an award-winning consumer psychologist and strategy consultant for Fortune 50 companies. He is a business psychologist who is involved in both practical and academic endeavors. His areas of practice are consumer behavior, consumer emotions, social psychology, decision-making, brand management, marketing, and long-term business strategies. Michael is currently employed as the CEO of Barbera Solutions. His clients can be found on the Fortune 50 list and several television programs show as ABC's Shark Tank and Bravo's Million Dollar Listing. Michael shares his research and experiences as a keynote speaker for public and private organizations, as the host of the Clicksuasion podcast, and twice for TED to discuss human perception of gender-neutral restrooms. In 2015, the White House recognized Michael for his contributions to entrepreneurship. This work includes development and validation of consumer emotions, consumer behavior, product placement, consumer experiences and business growth strategies.
