Tag Archives: Commercialization

Commercializing New Concepts is Hard

Commercializing New Concepts is Hard

GUEST POST from Mike Shipulski

If you have the data that says the market for the new concept is big enough, you waited too long.

If you require the data that verifies the market is big enough before pursuing new concepts, you’ll never pursue them.

If you’re afraid to trust the judgement of your best technologists, you’ll never build the traction needed to launch new concepts.

If you will sell the new concept to the same old customers, don’t bother. You already sold them all the important new concepts. The returns have already diminished.

If you must sell the new concept to new customers, it could create a whole new business for you.

If you ask your successful business units to create and commercialize new concepts, they’ll launch what they did last time and declare it a new concept.

If you leave it to your successful business units to decide if it’s right to commercialize a new concept created by someone else, they won’t.

If a new concept is so significant that it will dwarf the most successful business unit, the most successful business unit will scuttle it.

If the new concept is so significant it warrants a whole new business unit, you won’t make the investment because the sales of the yet-to-be-launched concept are yet to be realized.

If you can’t justify the investment to commercialize a new concept because there are no sales of the yet-to-be-launched concept, you don’t understand that sales come only after you launch. But, you’re not alone.

If a new concept makes perfect sense, you would have commercialized it years ago.

If the new concept isn’t ridiculed by the Status Quo, do something else.

If the new concept hasn’t failed three times, it’s not a worthwhile concept.

If you think the new concept will be used as you intend, think again.

If you’re sure a new concept will be a flop, you shouldn’t be. Same goes for the ones you’re sure will be successful.

If you’re afraid to trust your judgement, you aren’t the right person to commercialize new concepts.

And if you’re not willing to put your reputation on the line, let someone else commercialize the new concept.

Image credits: misterinnovation.com (1 of 850+ free quote slides for download)

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Check Out My Latest Interview with DisrupTV

I had the opportunity recently to sit down with DisrupTV co-hosts R “Ray” Wang and Vala Afshar to be part of Episode 63.

DisrupTV is a weekly Web series that airs live at 11:00 a.m. PT/ 2:00 p.m. ET every Friday. Brought to you by the Constellation Executive Network.

You can watch my segment from the program here:

Or if you would prefer to check out Episode 63 below in its entirety, you’ll see my interview segment in the middle of two other interviews with Jeff Gothelf, Author of “Sense & Respond” and Heather Clancy, Editorial Director at GreenBiz Group.

Innovation Audit from Braden Kelley

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