Charles MacKinnon

Is your customer ready to adopt innovation?

One would think that if you have a great innovation – end-users tell you they love it, the benefits case is proven, efficiency gains are evidenced, you are on an accelerator programme – then job is done, surely the product should just fly out the door! However, in my experience, it turns out this is not necessarily so. If the prospective customer is not ‘adoption ready’ then much effort will be wasted.

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