What should be our strategy if we end up creating industry first solution by understanding the need of the future but our customers are not willing to adopt the change as it's not a necessity yet? Shall we hold the project or invest more to create more buzz about the product and hope for better adoption?

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3 Answers

Product Strategy

Shahid Hussain

Google Group Product Manager, Android • 2y

If you know that customers are not willing to adopt your solution, that's a bad spot to be in. Re-evaluate what led you to the decision to build & when to do it. Was there a gap in your methodology, or a piece of research that led you down this path? How can you avoid this for the next piece of strategy planning? Don't hope for better adoption -- test and prove this out. Can you get a high quality signal that customers will adopt, e.g. customers will pay you now for access to it? Is there a ...Read More

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Kara Gillis

Cortex VP of Product | Formerly Splunk, Deloitte • 1y

I don't think the choice is binary. You can most likely find the intersection between your future vision and a current pain point that's significant enough to drive adoption now, while positioning you for the larger opportunity as the market matures. Find the immediate job-to-be-done: Using your JTBD understanding, identify if there's a current problem your technology solves, even if it's not the grand future vision. Many successful innovations started by solving a smaller, more immediate proble ...Read More

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Tara Wellington

BILL VP of Product, Product Platform • 1y

You have a few options in this scenario: Early market maturity: Work to create and/or accelerate the market creation. For this to be a viable product strategy you need to have a product/market fit as well as a GTM approach that will allow you to find and penetrate early adopters. This strategy will also require the time/money to hold the company over as the market matures and gains strength. If you pursue this strategy, I would get clear on what the barrier is for customer adoption. Is the prob ...Read More

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