The innovator’s communication dilemma

Many innovators spend an enormous amount of time trying to make us appreciate their innovation. After all, it’s the innovation that they sell and so for us to buy we need to understand how it works, right?

The problem, of course, with explaining an innovation is that it’s, well, new. Which is why it’s probably hard to understand. On top of the fact that a lot of people are not particularly eager to embrace the new.

And so, many innovators struggle with getting the love they feel they deserve.

A shift in perspective might help.

Because, after all, the innovation is likely a new solution to an old problem. Which is familiar to the audience. And easy to understand. They get it immediately because they feel the pain when you reference it.

And so, instead of making us get them, the innovator’s communication efforts might be better spent in getting us. Rather than making us appreciate their solution, it might help for them to appreciate our struggles.

Because when we trust that they do the latter, we might be willing to learn about the former.