A Winning Approach for Technology Transfer

摘要

Technology-no matter how advanced or "cutting edge"-- doesn't communicate itself and, if poorly communicated, may be partly or toally rejected. In fact, well-communicated good technology will usually be better accepted than poorly communicated great technology. The reason is twofold: 1) The message simply got through more effectively, giving the customer understandable and substantive reasons to want that technology, and 2) All the customer truly understands about the so-called superior technology is that it's profoundly more expensive.