
However, humans do run in packs and once the cultural differences are understood the barriers to market entry get much smaller. For instance, it would seem that a vacuum cleaner should be very universal in its appeal. But as it turns out Americans want their vacuum to be loud in order to prove that it is powerful and doing its job. Whereas, their Japanese equivalents who mostly live in close communities and apartments, will pay more for quiet and smooth operation just for the social benefits. Once you understand those preferences, market entry into these two markets is rather simple.
Too often we don't take the time to identify the barriers before developing or innovating. The barriers are more often social than technological. Understanding customers (not just asking them what they want) is paramount.
By: Kevin Minne
InnovationGrowthSystems.com
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