Three cheers for the companies that are dedicated to developing the new and the exciting! The companies that aren’t satisfied with what’s already available, or who have recognized an entirely new way to accomplish something. The companies that are constantly focused staying at the forefront of their industries. If you run (or work for) one of those companies, I’d take my hat off to you (if I wore a hat).

But when you take on the mantle of “innovator,” you also assume the responsibility of an educator. That’s because when you stake out new territory, it’s new to everyone else, too. The advantages and superiority of your new approach may be obvious to you, but they may not be quite as clear to the rest of the world.
So you have to invest more resources (both time and money) to educating the people who are likely to buy what you’re after. You also have to be willing to be patient, because most people are resistant when it comes to new things or new ways of thinking.

Your ads, websites, and other marketing materials have to go beyond the “ain’t we great” messages to explain what makes you great. You may even need to take a step-by-step approach to your marketing efforts, so you can build that understanding at a pace that’s comfortable for your audience.

And what if you choose not to make that extra effort? The marketplace is littered with great ideas that failed because they never managed to secure the affection of customers. Don’t let your idea be one of them.