In 1717, a guy by the name of Daniel Fahrenheit invented the thermometer. The controversial tool, was a glass tube used to measure body temperature). Daniel offered his game-changer to doctors, to assist them, with the challenge of assessing if a patient had a fever, or not.
For nearly a hundred years, doctors were generally reluctant to use the glass tube. Why? A French doctor Jean Charles Grimaud, captured the prevailing view and rule, when he argued that ,”a doctor’s touch, captured information much richer than any tool”. In other words, using the thermometer, suggested incompetence on the part of the doctor.
Today, doctors no longer rely on touch, and not using the thermometer, suggests incompetence.
Present your game-changing technologies (features and benefits) without suggesting the new way and rules, and you will experience a very slow market adoption.
The market is in love with their current ways and rules, and understand well the value they are realising as a result.
You now come along, and show them your new game-changing technology, that can easily overcome the challenge they were facing, but then you don’t readily suggest the new way and rules, that they will have to adopt, before they will be able to realize the new value.
Instead, you focused them on the direct features and benefits of the technology itself. The market will judge your new product through the eyes of their old way and rules.
The subject of game-changing innovation (and their market adoption) has been codified into the relevant first principles, methods and applications, to reliably guide innovators on how to accelerate market adoption.
So please let’s chat to speed up your innovation’s market adoption…