The introduction of breakthrough innovations in a market fully depends on the capacity to interpret and satisfy the latent needs of a segment or multiple segments. The discovery of latent needs, which are hidden behind social taboos and myths, depends on the ability of understanding which of the utopias posed by the segments define the latent needs of the market and which are just implicit objections.
The management of latent needs does not depend on external gravitational forces. It fully depends on the capacity of an entity or person to expand the possibility of what can be achieved. It requires discovering the latent needs and have the technology that allows building a solution that did not exist before.
The catalyst of this process is the credibility the entity or person needs to have in the environment to be believable. Without credibility the solution that is built, cannot be believed. The credibility has to be one of the attributes of the personal or institutional brand that sustains the solution to satisfy latent needs.
Latent Needs Satisfaction
The purpose of the innovation is to provide a solution in fields where it was not possible before. It implies satisfying a hidden utopia that existed in the market.
This requires developing a superior functionality in the specific field which in fact is the innovation that is being installed. The innovation becomes a success in a segment or different segments when the solution exists and satisfies repressed desires of the segments.
Repressed desires are hidden feelings of dissatisfaction that are covered by the innovation. The contagiousness of the solution fully depends of the satisfaction of repressed desires. The success of an innovation requires using destructive tests in the market that go beyond the limits of segments to measure the contagiousness of the solution proposed.
NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.