This weeks quote comes from Scott Belsky, the Chief Product Officer and EVP at Adobe Creative Cloud.

This quote is timely for me as I’m working with a few clients to evaluate and recommend a few platforms for their marketing automation and CRM and is a question I’ve thought a lot about.

Think about the early VR players who have folded. Or the ACR apps for smart TVs that have been sunset. Technology has an adoption process. It is as much a PR exercise as it is an innovation one. Having worked in emerging technology for major brands I’ve developed my own ‘smell test’ that I use to decide if an opportunity has longevity or not.

Sometimes the best technology hits the market too soon. Sometimes a small PR blunder can change the connotation associated with a specific technology. Sometimes technology just can’t evolve fast enough to support the customer’s needs.

Let’s pour a little out for all of our favorite technologies/platforms that are no longer with us. Now, let’s take a swig for all of the cool technologies/platforms that will emerge this year.