 reasons why customer postpone adoption. So, this is a very nice model which is reflecting hierarchy of innovation rejection by innovators. Twitter adopted from Clegenon at all from 2009. So, this figure reflects in the first part the reasons for postponement. Let's wait for the adoption of this particular application or the technology. The reason is that if we use this product, we will have to change the pattern because of the adoption of this technology. Then there is also the risk averse because certain investment will be required and they will be afraid that the money we are going to put on it will not be wasted. So, there is an economic risk. So, let's think about it and wait for a while. The next stage is the most dangerous element in it. For example, we can see that there is a functional risk. You can think of it as a major major problem in the production process. For example, there is a social risk that your society can have a major pollution or environmental hazard. Or the image of the startup that is selling the technology or the application is not good enough to create a good image in the market. If these elements are there, then we will come to the rejection from postponement. Then there are some other negative elements. If they prevail, then we will have to change the range from postponement to opposition. For example, there are conflicts with the norms and traditions that are being challenged by the society, the industry, the nation, etc. Then there is a risk of physical harm. This is a very nice figure which reflects increased level of resistance for a new technology or adoption. This particular model states that resistance may be viewed as a hierarchical range ranging from resistance moving to postponement then to rejection and then to opposition depending on both the amount and type of change and risk present. If an innovation is likely to change existing usage patterns and has an economic risk, then prospective customers are likely to resist by postponing adoption. While when these two factors are combined with a functional risk, or a social risk, and a poor image, they all combined will move towards rejecting the innovation. I am not adopting it. Finally, when a conflict with existing traditions and norms is noted and perceived risk of physical harm is also added to the previous risk which we have just discussed, then consumers tend to move towards active opposition or even rebellion. This is the strongest form of resistance. So paying particular attention to these issues can help identify possible objections. To an innovation at an early stage and to develop strategies to reduce problems of customers. However, in case of customer concerns leading to active opposition, and rebellion, the entrepreneur will have a hard time changing customer belief. The first action is useful.