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Recently when I was in West Africa, I was chatting with someone who is the head of a local organization about technology project.\u00a0 The project would benefit agriculture in a rural community.\u00a0 The organization\u2019s solution is good, she was saying, “So how do you get people, in particular the BBCers (born before computers) to use it?\u00a0 How do you convince them that this is efficient, faster, easier?”<\/p>\n
\u201cYou don’t,\u201d I said.<\/p>\n
She tilted her head to one side, looked at me questioningly and reiterated, \u201cIt is a good technology.\u201d<\/p>\n
\u201cI am sure it is.\u00a0 But here you are talking about behavior change.\u00a0 You are not talking about technology,\u201d I replied.<\/p>\n
Again, an inquisitive face looking at me.<\/p>\n
\u201cOk, so you mean like when the iPod came out and people didn\u2019t know that they wanted it. Then they saw what it could do.\u00a0 Now the iPod, iPhone and iPad are part of everyone\u2019s life?\u201d\u00a0 I asked.<\/p>\n
\u201cYes, something like that.\u201d she replied.<\/p>\n
\u201cWell, that depends on many things. Is the need really there? Why would they want to use it?\u201d I continued to ask for more information.<\/p>\n
She responded, \u201cBecause it will help them.\u00a0 It is a problem that they have, and we have a solution to address it.\u201d<\/p>\n
This organization uses human-centered design, does focus groups and testing.\u00a0 The stuff that you are supposed to do when designing a product.\u00a0 But the issue still is why would someone use it, even if it is faster and easier?<\/p>\n
Let\u2019s say that these people check it out. It\u2019s ok.\u00a0 They may adopt some but not the whole thing.\u00a0 That\u2019s because with these other things, it works just fine the way they do it. Why change?\u00a0 Noone is going to change because someone else thinks it is the best thing ever.<\/p>\n
I tried to explain the law of diffusion to my new acquaintance. Like others, I learned first about it on the Simon Sinek\u2019s\u00a0 TED talk on Why Great Leaders Inspire Action.<\/a><\/p>\n Early adapters<\/em> \u2013 Who is using it now? Anyone?\u00a0 Why?\u00a0 Find out why they like it. You say that the technology is faster, easier and more efficient.\u00a0 What are those reasons?\u00a0\u00a0 Confirm with those early adapters.\u00a0 Ask them.\u00a0 I bet that many of the ways that you think are more efficient are ones that they think are foolish.\u00a0 They also probably have ones that you would have never, ever thought of.<\/p>\n Support those early champions however you can.\u00a0 Be there for them.<\/p>\n What’s in it for me? <\/em>Why should I change?\u00a0 If someone has been doing something for a long time, why do you think that I should change? Teachers started to see the value of technology because with Excel they can, with a click of the average function, take a column of student scores and find the average.\u00a0 They didn\u2019t have to find a calculator, the few that may exist at the school, or even now with everyone has a calculator on their phone.\u00a0 After typing the numbers into Excel, their grades are done.<\/p>\n It is not about using the technology.\u00a0 It is about changing behavior.\u00a0\u00a0 There is a whole generation that grew up always have a smartphone.\u00a0 They can adapt easily to using a new app but think about the 1000s of apps our there now.\u00a0 How many are used? How many fail?\u00a0 Even if it is an incredible resource.<\/p>\n Stop trying to convince people that this is good. Also, it may not happen in the timeframe that you think it should. Timing is key. I was working on an education portal for teachers in 2009 in Zambia.\u00a0 In 2014 when I met with education officials, one of the first things that they said that they wanted to do was build an education portal.\u00a0 We were too early.\u00a0 In 2009 when project funding ended, I saw that it was shifting.<\/p>\n
\nUse them as a starting point.
\nInfluencers<\/em> \u2013 Chief\/head of a local community.\u00a0 There always is one.\u00a0 Who is that?\u00a0 Have you talked with them?
\nGovernment<\/em> \u2013 Do they get it?\u00a0 Are they supporting it?\u00a0 Who are the district people in that community?<\/p>\n
\nPrice<\/em> \u2013 What is the price?
\nEffort<\/em> \u2013 How much effort is to learn?
\nHow does it effect usual habits?<\/em>\u00a0 – Is it one small tiny change? Does this one change affect the way I do things before and after it?\u00a0 Do those stay constant so that there is only one change? People can only manage one small change at time.\u00a0 Otherwise, it is too overwhelming.\u00a0 At least to start with.\u00a0 Add others over time.<\/p>\n
\nIt will evolve if it is good, but it takes time.
\nWork on the early adaptors, get to those early users.\u00a0 It will happen if it is a viable product.<\/p>\n