I was just chatting to Marianne from Resonance Partnership and we got to talking about Attention, the complexity inherent in the current discussion about Attention and how a product like Touchstone needs to hide that complexity almost totally (if not totally) away.
She suggested that (and I paraphrase):
"If you can take away the feeling of being overwhelmed then you have adoption"And then I commented:
"I think there are 2 kinds of people in the digital world. Those who don't follow any web-based news because they don't know where to start, and those who do, but are starting to feel saturated by it."
In both cases she is right - they're feeling overwhelmed - both in a sense of not knowing where to start and therefore never trying or in the sense of knowing too much and trying to keep up.
Those two scenarios are probably the key adoption drivers for a product like Touchstone.