Technology is all about innovation. It is almost impossible to find any tech or service provider that does not tout their ability to innovate. Innovation is exciting, new and different.
But is innovation the key to success for tech companies? I’m not sure.
Innovation certainly plays a role, but buyers don’t always want what new. In fact, in our recently updated Enterprise Personality Profile research (Gartner clients can read the report here), our findings illustrated a continued reality–only roughly 25% of the enterprise population views their approach as being dynamic in terms of technology motivation, where they are truly open to new, different technology.
This is consistent with market adoption models that highlight that only a small percentage of the market adoption comes from innovators and early adopters. The money is in the mainstream.
How do you get to the mainstream? Proof.
Provide proof that the innovation works. That it delivers value.
Provide evidence of how to be successful.
Show customers everything you wrap around the technology to make their life easier. (Its that whole product thing again).
Don’t get me wrong, innovation matters, but maybe it is time to put a bit more emphasis on results and realities vs. theoretical possibilities. With that proof, adoption can accelerate (and we see compressed adoption curves).
Don’t just talk about being innovative. Talk about the path, and the proof) to results.
Proven results…maybe that is the innovation that really matters.