When the established narrative is unable to accommodate the relevance of the idea. Usually, because it is a quantum leap forward interpreting reality in a fundamentally different way.

Getting it to market requires patience, education, and the ability to reframe the conversation in an accommodating, understanding and sensitive way.

You could spend the money to do that all yourself, or you could convince a few early adopters who are passionate about it and let them convince others. Not because they are incentivised or rewarded, but because they truly believe it’s great.

This is where influencer marketing started.

This is also where it loses its greatest advantage. Sales reps are generally not great influencers because they have a vested interest.

Inspiring customers is an art, not a contract.

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