10 Obstacles to Product Adoption That Kill Businesses

By New Markets Advisors
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When entrepreneurs introduce new products to the market, their passion and conviction often leads them to assume that every potential customer will see the immediate need and value, and will quickly adopt the solution.

They are devastated when their business growth never starts or stalls, and they have no idea how to get it moving again.

In his latest Huffington Post article, Marty Zwilling summarizes ten obstacles to product adoption, adapted from our latest book Jobs to be Done. These obstacles include:

• Customers don’t buy what they don’t know and understand.
• Behavior change can be difficult.
• Multiple decision makers are required to close a sale.
• Products can be so innovative that they define a new category — and people need to learn about and understand that new category.
• The luster wears off cool new products.
• Targeting the product at the wrong market.

Read the full story here.