As a Head of ICT and Computing in school, I was always interested in buying interesting new products and services. However, I had a budget, priorities and a strategy to adhere to.

In other words, there were barriers to my buying.

Unfortunately, most would-be sellers didn’t seem to take those barriers into account when making their pitch.

In an article for Bee Digital Marketing, which is aimed at ed tech companies, I outline what those barriers were. It’s not based on academic research, it’s based on my own experience. Given that I spent years and years in different positions encountering the same failures on the part of companies to see things from the point of view of the teacher, I daresay my experience was not atypical.

Here’s that article:

Barriers to buying education technology