Everybody Wants to Improve, Nobody Wants to Change

Successfully implementing marketing technology is not a trivial task. Besides the possible limitations of some technology itself, it is often the potential user who holds the key to success. It is all about adoption. Not only adoption of the tool, but also adoption of the change. People normally can use some guidance to make the switch to the new situation and you might be surprised to see how you can establish this with some simple but great concepts.

Of course the management of the company, or the business owner of the marketing technology project, can use the “carrot & stick” method -rewarding or punishing people for correct or incorrect behavior- but there is more to the game. One method which clearly explains “Why Change is Hard” and how you can establish change is called Switch. The video below shows you why. We love the book, we love the method and we see it work in our daily projects.



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