Business leaders often ask me: how can we accelerate the adoption and utilization of new innovations, products or methods?
Despite the well-known barriers that exist, the real problem is we tend to focus more on technology, features and promotion than on human psychology.
That’s a problem because people make decisions based on the psychological need to feel safe.
Not only that, people often resist new things because specific elements of safety are missing.
To achieve our goal, we need to systematically incorporate attributes that reduce the perception of risk into any product offering or innovation initiative.