In Praise of the Unsung Champions of Innovation: Communication and Market Strategy

“The best technology doesn’t always win on the market.”

How many times have you heard that statement and dismissed it? Or perhaps you've yet to experience this truth. Either way, as a visionary in the realm of innovation, it's become evident to me that this sentiment is more accurate than we might initially believe.

I frequently encounter enthusiastic inventors, groundbreaking startups, and determined engineers who bring forth technologies that challenge our understanding of what's possible. Their creations often make my jaw drop in sheer awe. The magnitude of their achievements, the level of intellect, emotion, and funds they pour into their prototypes, is commendable. Yet, there's a recurring theme that cannot be ignored: a blind spot to the market.

Yes, achieving technological supremacy is an incredible feat. The excitement of creating something revolutionary, transcending current standards, is akin to finding the Holy Grail in the world of tech. And in an ideal, utopian world, this superior technology should reign supreme over its counterparts, especially if it provides more value at an equivalent or even lower cost. But that's rarely the case.

Imagine, for a moment, browsing a store, whether it's for cars, smartphones, or any product, really. It's seldom the objectively 'best' product that dominates the market. Instead, victory often goes to the best branding, the most effective advertising, the most persuasive communication. It's not always about having the sharpest blade; sometimes, it's about wielding it effectively.

One story springs to mind. An engineer once approached me, brimming with pride over his advanced technology, seeking guidance to launch it. Upon discussing strategies, he candidly remarked, "I already know how to bring my tech to the market; I just need you to execute what I say." This interaction was enlightening. Why reach out to a strategist if you already have it all figured out? How can someone, so deeply engrossed in the technical realm, be entirely confident about their business and market strategy without expert guidance?

It's equivalent to someone outside the engineering world dictating how a product should be built. Isn’t the very idea preposterous? While collaborations and idea exchanges are beneficial, the lead, the driver of the initiative, must be the one most equipped, knowledgeable, and experienced in the respective domain.

The message I wish to relay to all the innovators, startups, and technologists out there is simple: Being the best in tech isn't the sole key to market success. It's the best communication that triumphs. Understand this principle. Begin articulating your revolutionary ideas effectively. And if you're uncertain how to, seek out those who specialize in translating complex tech into relatable, marketable stories.

For as long as we don’t grasp this reality, we do a disservice to our groundbreaking technologies and revolutionary products. They deserve to be recognized, adopted, and celebrated. But for that to happen, they must first be understood. And that, my friends, requires more than just technology—it demands strategy, communication, and a deep understanding of the market.

So, let’s give our technologies the voice they need to truly shine and resonate with the world.