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Monday’s Musings: Understand The Four Organizational Personas Of Disruptive Tech Adoption
Posted By R "Ray" Wang On December 2, 2012 @ 23:27 In adoption,analytics,Apps Strategy,best practices,Big Data,bigdata,business analytics,business outcomes,business strategy,change,change management,Cloud,cloud computing,CoIT,CoIT and the New CSuite,Constellation Research,Constellation SuperNova Awards,Consumer Tech,Consumerization of IT,Corporate Digital Divide,Corporate Strategy,Corporate Vision,Corporate Vision And Strategy,customer engagement,customer experience,customer experience management,Data to Decisions,Data2Decisions,Digital Divide,Digital Marketing,Digital Marketing Transformation,disruptive,Disruptive Tech Life Cycle,disruptive technologies,disruptive technology,Enterprise,enterprise applications,enterprise apps,Enterprise apps strategy,Enterprise Class,Enterprise Software,future,future of business,future of work,innovation,innovation insights,innovation labs,management strategy,Monday's Musings,next gen cio,next gen CIO's,Next Gen Customer,Next Gen Customer Experience,Next Gen CXP,next gen enterprise,next gen IT leaders,next generation,Next generation apps,organizational strategy,outcome focused,People to People,public cloud,R "Ray" Wang;,rwang0,SaaS,Socbiz,Social Business,social enterprise,social media,social technologies,Software Insider,SoftwareInsider,technology adoption,technology budgets,Technology Optimization,techoptimization,user experience,ux | 13 Comments
Pace of Innovation Exceeds Ability To Consume
Rapid innovation, flexible deployment options, and easy consumption models create favorable conditions for the proliferation of disruptive technology. In fact, convergence in the five pillars of enterprise disruption  (i.e. social, mobile, cloud, big data, and unified communications), has led to new innovations and opportunities to apply disruptive technologies to new business models. New business models abound at the intersection of cloud and big data, social and mobile, social and unified communications, and cloud and mobile.
Unfortunately, most organizations are awash with discovering, evaluating, and consuming disruptive technologies. Despite IT budgets going down from 3 to 5% year over year, technology spending is up 18 to 20%. Why? Amidst constrained budgets, resources, and time limits, executives are willing to invest in disruptive technology to improve business outcomes. Consequently, successful adoption is the key challenge in consuming this torrent of innovation. This rapid pace of change and inability to consume innovation detract organizations from the realization of business value.
Organizations Fall Into Four Personas Of Disruptive Technology Adoption
A common truism in the industry is “Culture trumps technology”. As organizations apply methodologies such as Constellation’s DEEPR Framework  in improving adoption, leaders must first determine which of the four personas best fits their organization’s appetite for consuming and innovating with disruptive technologies.
The personas of disruptive technology adoption assess organizational culture in two key axes (see Figure 1). The first is how incremental or transformational an organization looks at applying disruptive technology to business models. The second assesses how proactive or reactive an organization is in carrying out new initiatives. Based on these dimensions, the four personas include:
During the interviews and discussions with the 2012 Constellation SuperNova award participants , key questions emerged in the decision process on whether to adopt or pass on a disruptive technologies. These questions aligned well with the four personas of disruptive technology adoption.
Figure 1. Organizations Should Understand Which Persona Of Disruptive Tech Adoption Describes Them Best
The Bottom Line: Apply Adoption Strategies To Persona Types
Executives should look at the four personas and determine which set of questions would best reflect how their organization approaches disruptive technology. Based on the four personas, executives can expect the following:
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 five pillars of enterprise disruption: http://blog.softwareinsider.org/2010/10/04/mondays-musings-how-the-five-consumer-tech-macro-pillars-influence-enterprise-software-innovation/
 Constellation’s DEEPR Framework: http://blog.softwareinsider.org/2011/08/28/research-summary-introducing-the-43-use-cases-for-social-business-social-enterprise/screen-shot-2011-08-28-at-1-44-18-am/
 2012 Constellation SuperNova award participants: http://www.constellationrg.com/cast-your-vote-2012-supernova-awards
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