Jesper Sørensen: How Do You Define A New Product Category?

A professor of organizational behavior explains why nailing market identity right out of the gate is critical to successfully launching an innovative product.
It's easy to convince the public to buy into an innovation when it's an improvement on a product or service they already know and love. But what happens when your idea is so new it defies categorization? True innovations run the risk of being ignored if they aren't easily understood. Jesper Sørensen explains why this happens, and shares some strategies that can help you manage this issue.