Getting buy-in on new Technology Features

Have you ever tried to sell the features of a new Technology that you want to implement in your organization? Have you felt disappointed and wondered why your management didn't buy-in your brilliant idea. If the answer to above questions is Yes, then the following concept (re: Technology Features) will probably make sense to you.

Technology features can be described as being core vs. tangential or concrete vs. abstract. While concrete features can be directly and specifically described or understood, abstract features must be described more indirectly and/or generally. Core features are very critical to the overall function or nature of the business/technology whereas tangential features are not critical features of the technology, and their use/benefit may be optional. It requires great deal of effort to explain the benefits or ROI for abstract and tangential features. In many cases, it might be desirable to leave tangential or abstract features unnoticed to get desirable effects. Also, the assessment of these features can differ across different types of stakeholders.

Depending on the stakeholders' background, the above concept can be used to move the features from one category to another (e.g. from core to tangential), thereby, increasing the probability of getting approvals and buy-ins. Concrete features are easily understood by stakeholders and they tend to then actively participate in discussions and provide constructive feedback. Another key idea to consider is the timing of stakeholder engagement in assessment of features. Sooner is generally better as this makes stakeholders to have a “real” stake in the new technology.

I learnt the above concept in my EMBA class on "Managing Change and Innovation". The class is taught by Terri Griffth (http://www.terrigriffith.com/) at Leavey School Of Business, Santa Clara University, CA USA.

I look forward to your comments and suggestions. What has been your strategy in getting buy-in on new technology features and benefits?