This document discusses strategies for innovation and adoption of new products and technologies. It provides insights from thought leaders on building the right thing, the challenges of new product adoption, and how people evaluate gains and losses. Examples are given showing how a few large companies dominate certain markets and how resistance to change can be minimized by understanding existing options and finding early adopters.

3. VISION
STRATEGY
80%
EFFORT

4. V I S I O N
STRATEGY
80%
IMPACT

6. 1997 2003 2004
2016 2016 2016

7. LEVITT
CHRISTENSEN
DEMING
ULWICK
KLEMENT
MOESTA

8. Build the rightthing
Build the thing right
versus

9. Build the rightthing
Build the thing right
versus

10. The 9x Challenge
The (very hard) problem of
new product adoption

12. • >80 per cent of people’s time is spent in just three apps.
• The top 8 mobile apps are owned by just 2 companies:
Google and Facebook.
• 50% of people in the USA download zero new apps per
month.

16. “Innovation should demonstrate a relative
advantage over other
options, ideally including the technology
currently used for the task. Better
technologies will be adopted, plain
and simple. ” - Everett Rogers

19. Prospect Theory

20. • Outcomes are judged in terms of 'gains' & 'losses.'
• Gains and losses are relative
• "Losses loom larger than gains." (Loss aversion)
Prospect Theory

22. 3x

23. Endowment Effect

26. Time

30. • Accept resistance (Dig in for the long haul / Be 10x
better)
• Minimise resistance (Map against existing options,
target new segments, find niche believers)
What can product developers do?

33. “Think of any night you did not
watch Netflix,” he said. “We
compete with drinking a bottle of
wine. That’s a particularly tough
one.” - Reed Hastings

35. "When someone signs up for a
product, they’re expressing a sense of
hope — a hope that their life will be
improved with that particular product
in it." - Samuel Hulick