Ten States That Matter

September 8, 2015

PUBLISHED BY Geoffrey Moore


We’re not talking politics here, people—we’re talking technology adoption.

In any major technology adoption life cycle there are two trajectories of development, the first led by a complex systems model, the second by a volume operations model. Each passes through a series of five states, and to each state there is a peculiar market dynamic that rewards some plays and penalizes others. It is absolutely critical, therefore, that you and your management team understand and align around the state you are in.

The Complex Systems Trajectory

Disruptive technologies start with no ecosystem and no whole products, and they end up being standard infrastructure that runs the world. To get from here to there they pass through five states:

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