Contrary to popular perception, most people will not adopt a new technology just because it makes them more efficient. Instead, they’ll adopt new technology because: - Someone they know who’s similar to them on some dimension adopted the technology, and got positive results (eg became cooler, richer, more popular/respected), and they wanna become like that person - They feel like everyone around them has adopted the technology, and if they don’t, they’ll be left behind Notice that it’s not…