Develop your organization to consistently deliver successful products
People typically value losses 3 times more than gains. Company executives perceive their solution typically 3 times better than existing alternative due to status quo bias. Resulting in 9x difference in perception that needs to be managed.
People who are not innovators or early adaptors, will resist change. Products relying on a change of behaviour by prospects or anybody involved in the value chain, will face long adoption cycles, typically 3-5 years. Unless managed accordingly.
To decide what to buy, people need to know what products exist and how they differ. Prospects gain this information through search or by inferring. Innovative solutions need to be compatible with how prospects evaluate and purchase solutions for their needs.
Incentives for the full sales force need to be aligned, compensating for the extra effort required to sell the innovation.
Understand the incentive drivers of your channel. Align the business model supporting your innovation with these drivers.
Support and leverage the incentive drivers of your influencers to reach maximum coverage.
Markets with high innovation activity have a communication buzz, an incentive for prospects to search for information. In markets with low activity, people don't expect anything new so don't search.
Prospects who are experts in their domain can portray two sets of behaviour. They don't search because they know all there is to know. They are risk avers towards innovation as they have a reputation to uphold.
Products and services that solve problems with low psychological importance, will not easily be researched. Different tactics will need to be used to let the customers know your innovation exists.