The Status Quo Doesn't Shift Because You're Right
In his book, This is Marketing, Seth Godin highlights that if all it took to upend the status quo was the truth, we would have changed a long time ago. The status quo only shifts when the culture changes.
A good example is smoking in public. It was once commonplace and socially acceptable. Gradually bans came into force and bit by bit the social acceptability of smoking was eroded. Even people who may smoke themselves, don't like others smoking around them. Designated smoking areas aren't attractive places. Despite medical authorities being aware of the dangers of smoking for many decades, social exclusion is a stronger motivator than future health risks.
If you are trying to implement a solution that you know will have great benefits, it's not enough to be technically right. Beyond the technical case, you need to make the business case and the human case.
Read more about the relationship between the technical case, the business case and the human case in my white paper on Engaging Stakeholders on the Benefits of Asset Management.
What approaches have you used to make a technical solution more meaningful for people?
