http://coreedges.com/blog/2009/02/01/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/ Thu, 08 Sep 2011 02:40:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://coreedges.com/blog/2009/02/01/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/comment-page-1/#comment-196 “Features” has now become a useless concept when evaluating IT projects - Core Edges Mon, 08 Jun 2009 13:16:44 +0000 http://www.macroprinciples.com/2009/02/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/#comment-196 [...] we identified a fundamental “Macro” Principle: attention scarcity is deeply reshaping businesses. To be actionable, this fundamental principle was translated into a strategic one: the use of [...] […] we identified a fundamental “Macro” Principle: attention scarcity is deeply reshaping businesses. To be actionable, this fundamental principle was translated into a strategic one: the use of […]

]]> http://coreedges.com/blog/2009/02/01/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/comment-page-1/#comment-248 Jason (salespodder) Tue, 28 Apr 2009 15:24:28 +0000 http://www.macroprinciples.com/2009/02/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/#comment-248 cool blog, Julien :-) I happened across your thoughts whilst searching for wisdom on crm adoption that helps explain why most projects, despite the best of intentions, fail to fully engage a salesteam The first time I came across this concept you describe well as Attention Scarcity was in around 2004. A person leading over 100 field-based salespeople realised his "struggle to capture screen real estate". I then worked with him to try and create what we termed 'tool dependency' for his systems, which meant that certain elements of their duties could only be discharged through the system. Our findings at that time were stark; you had to reduce input tasks to a bare minimum of literally just two or three items and build from there to gain any traction. This was because attention scarcity has another side in the sales domain, namely that a salesrep will always do any other task that crops up rather than fulfill their reporting requirements. cool blog, Julien :-) I happened across your thoughts whilst searching for wisdom on crm adoption that helps explain why most projects, despite the best of intentions, fail to fully engage a salesteam The first time I came across this concept you describe well as Attention Scarcity was in around 2004. A person leading over 100 field-based salespeople realised his “struggle to capture screen real estate”. I then worked with him to try and create what we termed ‘tool dependency’ for his systems, which meant that certain elements of their duties could only be discharged through the system. Our findings at that time were stark; you had to reduce input tasks to a bare minimum of literally just two or three items and build from there to gain any traction. This was because attention scarcity has another side in the sales domain, namely that a salesrep will always do any other task that crops up rather than fulfill their reporting requirements.

]]> http://coreedges.com/blog/2009/02/01/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/comment-page-1/#comment-161 Jason (salespodder) Tue, 28 Apr 2009 10:24:28 +0000 http://www.macroprinciples.com/2009/02/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/#comment-161 cool blog, Julien :-) I happened across your thoughts whilst searching for wisdom on crm adoption that helps explain why most projects, despite the best of intentions, fail to fully engage a salesteam The first time I came across this concept you describe well as Attention Scarcity was in around 2004. A person leading over 100 field-based salespeople realised his "struggle to capture screen real estate". I then worked with him to try and create what we termed 'tool dependency' for his systems, which meant that certain elements of their duties could only be discharged through the system. Our findings at that time were stark; you had to reduce input tasks to a bare minimum of literally just two or three items and build from there to gain any traction. This was because attention scarcity has another side in the sales domain, namely that a salesrep will always do any other task that crops up rather than fulfill their reporting requirements. cool blog, Julien :-) I happened across your thoughts whilst searching for wisdom on crm adoption that helps explain why most projects, despite the best of intentions, fail to fully engage a salesteam The first time I came across this concept you describe well as Attention Scarcity was in around 2004. A person leading over 100 field-based salespeople realised his “struggle to capture screen real estate”. I then worked with him to try and create what we termed ‘tool dependency’ for his systems, which meant that certain elements of their duties could only be discharged through the system. Our findings at that time were stark; you had to reduce input tasks to a bare minimum of literally just two or three items and build from there to gain any traction. This was because attention scarcity has another side in the sales domain, namely that a salesrep will always do any other task that crops up rather than fulfill their reporting requirements.

]]> http://coreedges.com/blog/2009/02/01/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/comment-page-1/#comment-157 User Adoption risks are growing rapidly for IT projects - Macro Principles Sat, 25 Apr 2009 16:53:45 +0000 http://www.macroprinciples.com/2009/02/mp-attention-scarcity-as-one-of-the-most-important-principle-to-apply/#comment-157 [...] Attention Scarcity as a fundamental shift is well established. Attention scarcity impacts IT projects at 2 different levels. First, any new IT application rolled out by IT has to compete with an ever more valuable and decreasing fraction of end-users’s attention. If the cost/benefit ratio of using the new tool is not immediately clear, this attention will be invested in a more valuable tool or activity. At a second level, the scarcity of attention makes it even more harder to communicate the value provided to end-users. The volume of information bombarded on each employee in and outside the organization is growing exponentially by the day. Any communication plan or “change management” plan, as it is often called, will compete with this. [...] […] Attention Scarcity as a fundamental shift is well established. Attention scarcity impacts IT projects at 2 different levels. First, any new IT application rolled out by IT has to compete with an ever more valuable and decreasing fraction of end-users’s attention. If the cost/benefit ratio of using the new tool is not immediately clear, this attention will be invested in a more valuable tool or activity. At a second level, the scarcity of attention makes it even more harder to communicate the value provided to end-users. The volume of information bombarded on each employee in and outside the organization is growing exponentially by the day. Any communication plan or “change management” plan, as it is often called, will compete with this. […]

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