If you truly have something new and different, it will cause reactions. Those that have been waiting for your solution to their problem will sing your praises but those who stand to lose something won’t go away quietly. They will fight you because you are taking something from them; their customers, their profits, their reputation.
Expect both extremes. In fact, if the reaction is a deafening silence, it’s really bad. It means no one cares enough to praise or vilify your new product.
On the other hand, when you’ve won over everyone, it’s time to think about what’s next. The copy cats will find you and you will end up competing on price. Within two years of its introduction, the iPod took over 90 plus percent of the market share for MP3 players after a long run by Sony’s Walkman brand. Three years after that, the iPhone showed up and nobody talks about the iPod anymore (much less the Walkman). I believe this was not a surprise to Apple, nor was it an accident. Shame… I really like my iPod.
When you reach the top, enjoy the accomplishment and celebrate the moment. But remember, it’s just a moment.
Blogging Gazelle is published daily by Shawn Carson
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