A shoe salesman visits a tribe in the middle of the jungle. He comes back to the city and sends a fax: “There is no business, aborigines do not use shoes”.
Another salesman visits a tribe in the middle of the jungle. He comes back to the city and sends a fax: “Great business, aborigines do not use shoes”.
*Which of the salesmen is right?
The fact that technology has entered in a development spiral that becomes faster each day makes the offering of products to change continuously.
The lifecycle of a product is shorter everyday, and with this speed it becomes fundamental to comprehend the variables that define the success of innovation, to determine when to use it and when not to use it.
When there is a high level of influence in relation to the level of innovation proposed, then the product becomes credible, but it becomes “buyable” when the influence or brand is related through its attributes to the needs it covers.
Innovation is a paradoxical matter; everyone asks for it, a few really want it.
* There is no business, aborigines do not use shoes. To change their habits, “tacks should be thrown”. Afterwards, shoes might be sold.
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NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution. The applicative researches are based on the discovery of the Ontogenetic Intelligence of Nature and the consequent Unicist Theory of Evolution.