Triggers and Barriers

Because people are reluctant to change, there must be an external force pushing people to innovate, these are triggers.Barriers to innovation get in the way of people innovating. People will resist a call to innovate, even if there are strong 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.

 

Triggers

Some triggers are caused by regulation, some by a required strategic thrust or response, some by operational requirements and some because of financial needs.

Understanding what triggers someone to want to innovate can help you understand whether or not you have a market for a product or service and how to sell to best capture that market.

Barriers

Barriers to innovation include such things as the costs to innovate, the risks involved, and a whole host of psychological issues that get in the way of people innovating. People will resist a call to innovate, even if there are strong triggers.

Before you build a product or attempt to introduce a service, you need to figure out what the barriers are and how you are going to get around them.

Competition

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.

Sure you can build a company where everyone is doing the same thing. To be competitive then you’ll need to be better at execution or better at selling. Those types of businesses though don’t have the potential as ones that are doing something radically different.

The Innovation Sweet Spot

Along the way towards what I now talk about regarding Triggers and Barriers, Reducing Ambiguity, and Boiling the Ocean, I gave this talk about what I called the Innovation Sweet Spot. It takes a consumer perspective on innovation and helps technology innovators appreciate a different perspective.