Don’t Sell a Product, Sell a Whole New Way of Thinking - Malta Business School
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Don’t Sell a Product, Sell a Whole New Way of Thinking

We all know the story. A team creates a groundbreaking new innovation only to see it mired in internal debates. When it is eventually launched in the market, there is an initial flurry of sales to early adopters, but then sales cycles become sluggish. Pilot customers are enthusiastic, but broader adoption is slow even with customer support and training. All the pieces are in place to create “disruptive innovation” and “cross the chasm,” but the results are disappointing. What’s missing?