For the market to adopt a new technology, it is not about telling the masses how good the new technology is or to try and make it work for everyone. The majority of the market when bend themselves in order to fit the technology once it is proven to work and attractive to them. Understanding the Gartner hype cycle is important. So products that are revolutionary cannot be built for the average joe. Understanding the innovators and the early adopters in the marketplace, working to enrol and recruit them is important.
So innovation will tend to play around the fringes and look unthreatening to the status quo. They have to; because the status quo is about the fear of novelty and the innovation must pretend it is very niche and only has small ambitions; or that it is nothing new, solving an old problem in just a tad bit different way which may appeal to some, but not all. But it is precisely this ‘not everyone’ approach that eventually gets you the buy-in of some, who matters.
So if you’re just starting out, don’t try to please everyone; know your audience and work on that. I’m not just referring to businesses but even employees, people who are working on their careers. Finding that sense of purpose in your work and finding people who align with your values is going to bring you some edge even early in your career.
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