The simple reason products fail: Consumers don’t understand what they do
October 8, 2013 Leave a comment
The simple reason products fail: Consumers don’t understand what they do
By Jesper Sørensen October 7, 2013
The Holy Grail for innovators often is not simply to win in an existing market, but also to create an entirely new product category. But doing so raises a critical question for the entrepreneur: How do you get potential customers and investors to understand what it is you are doing? It’s harder than it sounds. Consumers make sense of unfamiliar products by mapping them onto categories of things they already understand. So when Apple comes out with its iPhone 6, for example, it’s pretty easy for customers to understand that it’s a lot like the previous iterations. But genuinely novel products don’t fit neatly into one category or another. Indeed, their novelty stems from the very fact that the ideas and technologies that came together to create the new concept existed previously in domains or categories that were thought to be entirely distinct. Read more of this post



