---
id: "quote-visibility-vs-readiness"
type: "quote"
source_timestamps: ["¶1"]
tags: ["marketing-fallacy", "hype"]
related: ["contrarian-hype-does-not-equal-readiness"]
speaker: "Guneet Kaur Nagpal and Amrita Mitra"
speakers: ["Guneet Kaur Nagpal", "Amrita Mitra"]
quote: "Marketers often mistake visibility for readiness, assuming that buzz and media coverage drive consumer adoption of new technologies."
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-66-customers-willing-try-new-tech"
sourceUrl: "https://hbr.org/2025/11/research-when-are-customers-willing-to-try-a-new-technology"
sourceTitle: "Research: When Are Customers Willing to Try a New Technology?"
---
# Mistaking Visibility for Readiness

> "Marketers often mistake visibility for readiness, assuming that buzz and media coverage drive consumer adoption of new technologies."
> — [[entity-guneet-kaur-nagpal|Guneet Kaur Nagpal]] and [[entity-amrita-mitra|Amrita Mitra]]

This captures the core *contrarian premise* of the research: marketers fixate on the wrong metric (buzz) when trying to predict or drive early-stage adoption. It is the opening move behind [[contrarian-hype-does-not-equal-readiness]] and the setup for the [[concept-found-time|found-time]] thesis.