When an exciting technology innovation like data warehousing comes along, it's easy to assume that everyone needs and wants to buy it. The technology and business publications say it can revolutionize the way we do business. The CIOs who adopt it make the cover of these publications.

But not everyone jumps on the bandwagon as soon as the latest and greatest is rolled out. Many CEOs and CIOs in health care, banking, retail and communications dig their feet in and say, "My business is too complex, and your technology is too new." You may recognize this group as Geoffrey Moore's (Crossing the Chasm) early majority that has been waiting prudently on the other side of the chasm for data warehousing to evolve.

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