Chapter 1: Understanding Technology Adoption

The landscape of work has transformed significantly over the last two decades, particularly regarding how organizations adopt technology. In the past, IT departments were often seen as the obscure figures in the office, only approached for trivial matters like password resets. Today, however, IT is central to business operations, and the jargon associated with it can be bewildering. Terms such as “sprints,” “scrums,” and “backlogs” are commonplace in IT, yet many other departments may be unfamiliar with them. When issues arise, understanding this vocabulary becomes crucial for resolution.

Now, let’s delve into the topic of technology adoption and how to do it effectively. A brief story illustrates this point. At my previous job, the company decided to implement Microsoft Dynamics CRM. While this was a sound choice, the discussions surrounding the transition were held exclusively at the executive level. This is understandable, as high-level approval is necessary for significant expenditures. However, this decision also meant that we would have to adopt Yammer, a Microsoft-owned platform that came with Dynamics.

Emails about Yammer began circulating: the first claimed it was "Facebook for work" (which it isn't), the second suggested it was for sharing updates across teams, and soon complaints about low usage followed. Ultimately, someone suggested we need not concern ourselves with Yammer and should just focus on Dynamics.

This email thread spanned two weeks. As a result, Yammer became a repository for vacation photos and client congratulations but failed to serve any business purpose, despite its potential. I found myself labeled as “the Yammer guy” for sharing updates, which, in retrospect, could have been worse.

Did the lack of engagement with Yammer impact revenue? Absolutely not. For the executives, the success of Dynamics was all that mattered, even if the adoption of Yammer was a complete miss. However, repeated failures in technology adoption can lead to significant issues down the line.

Chapter 2: The Importance of Effective Communication

A pertinent quote from an article titled "How To (Finally) Solve Your Team’s Most Annoying Tech Problems" highlights this: while individual departments may manage their tools, many systems require organization-wide access and usage. Their effectiveness is directly tied to how well they are adopted. For instance, research in nonprofits shows that staff often feel equipped with the necessary tools but lack the knowledge to utilize them effectively. The key takeaway? A system's value is only as strong as its level of adoption.

The psychology behind technology adoption is crucial. In my opinion, the primary factor in a successful tech rollout isn't the product's quality—something beyond your control—but rather how you communicate the goals and manage the gap between intended use and actual practice.

Change can be daunting, especially in a workplace where routines are established. The introduction of powerful tools like CRMs can threaten the roles of middle managers, as executives gain immediate access to key metrics. This creates fear and uncertainty, especially if communication about the technology's adoption is lacking.