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Consumers are incredibly poor predictors of the next big thing. Their knee-jerk reaction to new technology is almost always to say they don’t need it and will never use it. For many company leaders, this creates a significant business challenge: They know they must drive change to stay competitive, yet they have no way to determine with confidence which moves will be successful.
Via The Learning Factor
Know your customers, understand new technologies, embrace failure, then take a leap of faith
Assumptions form the basis of fear/concern about moving forward. So, follow these three Innovation rule to get you started: 1. Document the assumptions you are using, 2. Attempt to turn those assumptions into facts; and 3. IF assumptions still exist, manage them as risk (both positive and negative risks). Now you have the basis to move from the strategic into tactical.