How do innovators successfully create things that people can't stop using?
No, it's not about getting picked by many. This would be against my choose-yourself plea. It's about getting early adopters to come back and use your innovation in their daily business.
In short, you need to change their behavior…but not too much. Otherwise you may fall into the eager seller - stony buyer trap, where sellers overestimate the value of their offerings threefold and buyers value what they have threefold as well.
Create behavior-building Innovation?
Remember, when drawing boards were replaced by Computer Aided Design? How many did move to 3D Geometric Modelers in one step? Only a few. And to me this is the prototype for quantitative systems. BTW, I fell into this trap, when marketing symbolic computation systems…25 years ago.
I was so excited by the exact solutions, declarative programming, computational documents…but, it took so many years to sell it outside academic institutions.
I did not study the behavior of problem solvers enough.
Hooked
is the title of this book talking about what drives behavior and what this means to acceptance and love.
To get actors hooked to your innovations, you need to
SUPPORT ROUTINE - detect unconscious, regularly actions that are successful and support them
IDENTIFY UNDERLYING EMOTIONS - understand what actions are made with confidence and which ones create uncertainty - help overcoming the fear
REMOVE ANY BARRIER FROM USING IT - offer simple set-up, licensing and pricing schemes and make use easy
MAKE THINGS THAT MATTER - focus on the most valuable features
LET THEM ADD THINGS THAT MATTER - if actors add data, models, documents, templates, programs…they enjoy enriching your innovation
STRENGTHEN THEIR ROLE - support them to do the difficult work and help them to show why their results are better
EDUCATE REGULAR USERS - they're the ones who care and tell your story…
The Innovation Mesh will help you…whether you want to serve managers, engineers, researchers, developers, educators, designers, automators…in engineering, life sciences, business and finance, information and communication…with modeling, simulation, features analytics, parameter identification…with quick solvers or integrated systems…managed in short or long sessions…embedded or interactive...based on technology stacks, development environments, tools, solutions…utilizing a control, a desktop or a cloud...you change (working) behavior and habits of important people.
