Business Models

Selling Innovation: The Path (chapter 2)

Once you have designed your core product, service or solution, it’s time to plan the optimal path to market. Traditional go-to-market strategies are a good foundation from which to build a path to market for your innovation. But in the innovation economy the exact path or paths to success may not be knowable at the outset. Successful Selling Innovation requires constant listening, adapting, and refining plans as new data emerge - in current lexicon it's called pivoting.

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Why Bigger Is No Longer Any Better

Digital technology has markedly evened out the playing field. Startups become billion dollar companies overnight while venerable brands like Kodak and Blockbuster hit the skids. This turn of events presents considerable challenges for managers. While there are still some advantages to scale, the disadvantages often outweigh them.

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