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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
The Innovator's Challenge: Understanding the Psychology of Adoption
內容大綱
Innovations often fail due to one simple fact: innovators have a flawed understanding of the psychology of their end user. The author shows that, contrary to the view of traditional Economics, consumers are not driven purely by rational considerations. Real consumers are emotional; they are lazy (both physically and cognitively); and they are systematically influenced by context in making decisions. After describing several common biases, the author provides four recommendations that can help to reverse innovation's dismal success rate to date.