[[book - Wardley Maps]] **concept**, **suitability**, **technology** and **attitude** Let us consider the evolution of an act from a product to a commodity. In order to achieve this, a number of conditions need to be met. The **concept** of providing the act as a commodity must exist. The **technology** to achieve this must be available. The act must be **suitably** well defined and widespread. Finally, you need a willingness or **attitude** amongst consumers to adopt a new model. This latter part is normally represented by dissatisfaction with existing arrangement e.g the constant consumer complaint that _“this product is costly”.