What you can learn from EV mistakes - to profit with an adoption culture, not just a launch culture
Merom Klein
Business psychology, innovation leadership and human capital expert > Get your very best innovations funded, adopted + executed to deliver the impact that your champions have promised -by building a culture of courage
Every EV that sells for a loss tells you how EV manufacturers built for launch, not adoption. Their products are great. But they require some lifestyle adjustments, an infrastructure that goes beyond an EV manufacturer's core business, and customer education so the tech is helpful and not baffling.
Most EV manufacturers left customers, dealers and car rental agencies at the last kilometer of adoption and said, "Here's our best offering. Now it's yours. Good luck." They relied on 100 years of history about how to sell cars. Yes, they built a better mousetrap. They got customers, dealers and regulators excited. But at the last kilometer, buyers balked. And said, "give me something that feels, sounds and works like a car - rather than technology on wheels, with functions I'm not sure I want or need."
Which brings us to you. And the innovation you offer, as a medical, fintech or cybersecurity innovator, not an EV innovator. So your ideal buyers buy. So your ideal users use. Not just get wow'd, look closer - and wait. So you create value for your investors, not just something cool for them to have in their portfolio. And create a network multiplier effect by increasing the value. accessability, functionality and reputation of your core innovation. Beyond what EV manufacturers have done.
Join us on Wednesday the 26th June at 12:00 EDT (09:00 PDT, 19:00 Israel) for a Courage Office Hour on the Leadership required to build an adoption culture, not just a launch culture. And get everyone on your team to step up, lean in and be part of the solution, not part of the problem, when customers get interested, intrigued, excited but stop short of signing the deal and championing your offering.
领英推è
To learn core leadership skills required to building an adoption culture. And how an adoption culure requires more of you and your co-founders than a launch culture.
Starting with a longer time-horizon than your MVP, proof of concept, regulatory approval or lining up your reseller network. A broader perspective than your own enterprise - so you support your innovation with the right infrastructure and with partnerships that give your buyers and users access to that infrastructure in a way that works for them. A bigger budget, with financial engineering to create value in multiple funding traunches, that includes an investment in customer success and customer education, not just sales and marketing, built on sound engineering of "what could go wrong," so glitches, malfunctions, accidents or inconveniences don't become reasons not to buy or renew. A network of key opinion leaders and trusted advisors, to help you drive adoption rather than wait for adoption. And, most of all, the courage to step up, speak out, sharpen, challenge, learn and co-invent - not just provide support or compromise to accommodate each other.
Dr Louise Yochee Klein and Dr Merom Klein are leadership advisors who equip innovators to shape adoption cultures, not just discovery, development or launch cultures - so they start their entrepreneurial (or intrapreneurial) journey with huge ROI in mind and work finish-to-start, start-to-finish, inside-out and outside-in to get traction and deliver. Join them on the 26th June for a Courage Leadership Office Hour >
Senior Leader Clinical Development
8 个月Please be precise beyond EV. What’s the leadership point?
Member of Board of Advisor to CassianRX
8 个月EV cars seem to be missing the point as they are using selling concepts for 'early adopters' after 10+ years of sales. By now they should have a reasonable idea of who else would buy their product and how to reach these people.