How To Avoid Technology Project Failure

Humans are emotional buyers. That’s true when we’re purchasing consumer goods, and it’s true when we’re making business purchases. We may not want to believe it, but Google proved it years ago.

So, even though we want to believe that we know all our problems, looked at all the different solutions, and very calmly and rationally picked the right one at the right time for the right price, that's not how it happens. We buy emotionally and justify rationally. A person buys a car because it makes them feel excited and powerful and has a great sound. Later, they might say, "No, I did it because it has really good fuel economy."

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