If you have an idea for a new product or a new service then you better figure out ahead of time if there is a market for what you have devised by understanding your prospective buyer’s behaviour. Stats say that something like 90% of new products fail. These products fail because innovators often don’t understand buyer behavior and the forces that act on buyers to get them to try new things.
These forces are innovation triggers, innovation barriers and competitive forces that all dictate whether a product will be accepted by a market or be in search of one.
Because people are reluctant to change, there must be an external force pushing people to innovate. All innovation is initiated because of an external force that causes people to want to change what they are doing for one of four reasons.
These reasons are known as innovation triggers.
Even if there are strong triggers that are acting on people to get them to innovate and low barriers from hindering them, you must be substantially better than your competitors to get buyers to choose you.