The JAG Wire Group has a tagline: Brilliant Ideas Don’t Sell Themselves.
Let us explain.
The Information Age is full of examples of companies that have been first to market with exciting software apps that a few early adopters have quietly enjoyed.
As their founding teams busied themselves collecting feedback from their customers, and perfecting the software, along came a more marketing savvy competitor who inevitably grabbed the headlines and became the face of the technology.
The technology of this competitor is often no better, or cheaper or faster. They may not have been the first to come up with the brilliant idea, but they stand out because they have put dollars behind their marketing and PR to build awareness. Articles and blog posts are subsequently published about the capabilities this competitor has brought to market. These are the companies the market hears about.
Hype without substance cannot sustain a product or service, but if a product or service doesn’t appear to have a competitor it can easily sell off the shelves while a lesser-known solution, that may be better, languishes.
Every success story starts with a brilliant idea, but “brilliant ideas don’t sell themselves.”
Albert Einstein once said: “You have to learn the rules of the game. And then you have to play better than anyone else.”