In an epic quote by Clay Shirky there is a missing link; how do we get from one state to the other?
- “A revolution doesn’t happen when society adopts new tools, it happens when society adopts new behaviors” – Clay Shirky, Us Now
So the question begs: How do we move from things being “a technology“ to being something changing our behavior? The solution could be both interesting (most these things are :o) but also very tangible and applicable for the stuff we do.
Jeffrey Cole of USC Annenberg School Center for the Digital Future presented some ideas on broadband a couple of years ago. Saying that the effect of broadband has nothing to do with the bandwidth speed, but is related to people being “always on” and with a fixed cost. In other words, our accessibility.
Now broadband was an important enabler for how we changed our use of the Internet, others where wifi, laptops, portable networks. All of them having one thing in common: increased accessibility.
Increasing accessibility to stuff helps us fit it into our everyday life, either by having the opportunity to use it when we want, where we want or how we want. Or by removing a host of rational or irrational barriers to its use (like the sound of a dial-up modem, but not speed).
Putting this into a micro perspective you can say that if you are trying to change the behavior of your customers:
- Say you want to ad something to the context surrounding the product in which you wanted the customer to adopt this new service as a part of their behavior and thereby increasing the value the brand is creating.
Then accessibility is a driver for this.
Meaning that hiding stuff away inside “browsered” websites isn’t a god idea, but porting solutions to a range of different platforms, handsets or objects might be a better and smarter way.
The goal would be to make the service so easily accessible that it as a technology becomes invisible but contextually becomes valuable. (Also borrowed and slightly adopted from Shirky).