Busy executives get paid to move the needle leaving very little time for experimentation… yet researching new innovations (new tools that can help us innovate) is required in order to compete.  Often, e-commerce and e-marketing teams make large investments in essential tools such as e-mail delivery systems yet only use 1/3 of their total functionality.  Why? 

Jeanniey Mullen reveals that perception is at the core… in that busy professionals choose (I suggest) to see but a handful of a tool’s total options.  These are the functions that, they believe, are essential in moving the needle (generating consideration, sales, leads); the rest are “bells and whistles.”

Is this a dangerous practice?  I suggest it may be considering the rapid pace of innovation and young, “e-savvy” entrepreneurs.