Marketing technology to software practitioners

We can learn much from the business community about effective technology transfer. In particular, understanding the interests of different types of adopters can suggest to us the different kinds of evidence needed to convince someone to try an innovative technology. At the same time, the legal community offers us advice about what kinds of evidence are needed to build convincing cases that an innovation is an improvement over current practice. The article examines why and how we make technology selection decisions and also considers how evidence supporting these decisions helps or hinders the adoption of new technology.