True INNOVATION is hard to sell: Customers don't know they want it! | Small Business #Marketing Tips

It's much easier to compete in a space where there's already a demand for whatever your product does. If you're doing something so new and innovative that you need to explain what your product does and why a buyer needs it, you're going to have a much harder time selling and growing at the beginning. For example, you can't rely on tactics such as inbound marketing or SEO as much because people don't know to search for it. Instead, the game is about educating your market explaining to buyers that the problem exists and how you solve it. The problem here is that potential business growth is restricted until you, or the problem, reaches critical mass in the buyer's mind. You also run the risk of bigger, more recognized players swooping in and taking over the market category you've spent all this time building, with their greater brand awareness and deeper pockets. Sure, the early bird may catch the worm, but it's the second mouse that gets the cheese.