Why Brilliant Innovations Struggle to Scale
Image: Jukka Virkunnen for Valispace with Nucco
Some of the most innovative businesses in the world struggle to scale, particularly in the early stages. It is rarely because the idea is not clever enough. Many startups are solving major problems or creating technology that could genuinely help the people they are building for.
The real challenge usually comes down to communication. It is about getting the solution in front of the right audience and making sure the message is interesting, inspiring and easy to understand. If people do not connect with what you are offering, they will not engage with it, no matter how brilliant it is.
Speaking to Investors First
In the early days, the people you need to convince are usually investors. They need to believe in your idea before you can turn it into a working product or service. That is why the ability to clearly explain what you do and why it matters is essential.
If the story does not land, funding becomes much harder to secure.
When the Product Exists, but the Market Does Not
Once the product has reached MVP stage, the focus shifts to customers. This is where a lot of businesses struggle. The innovation may be impressive, but the audience still needs to understand why it is valuable and how it helps them.
Very often, the people building the solution are experts in their field and they understand the science or technology behind the idea. They’re not marketers. What they are not always equipped to do is tell a clear and compelling story about it. That is where things can fall apart.
Know Your Audience
When it comes to effective storytelling, it is not enough to know who your audience is. You also need to know what makes them care.
An easy way to get to understand your audience is to start with the simple questions:
What problem are they facing?
How painful is that problem?
Why should they choose your solution over what they already do?
This is all about the value proposition. It might save time, reduce costs, lower stress or remove the need for specialist help. Whatever the benefit, it needs to be obvious and relatable.
Build a Clear Marketing Journey
A communication strategy should not try to explain everything at once. People need to go on a journey.
Start with something simple and emotive that captures attention. Something like a short hero film that leads to a landing page can work well. “Here is the problem. Here is a solution.” That alone is enough for step one.
From there, you can introduce more information. A teaser. A newsletter signup. A website. Once your audience starts to care about your offer or product, you can dive into the detailed information that will help them to better evaluate it : detailed explanations, technical information, demonstrations, product walk-throughs or case studies.
The aim is to let your audience deepen their understanding over time, rather than overwhelm them with everything upfront.
A Simple Example
Let’s take running shoes as a typical example of a customer journey. Buying running shoes is not complicated, but there is still a journey involved. You realise you need new shoes. You search for the best options. You get followed around the internet by ads. You compare reviews, prices and colours. Eventually you choose the pair that feels right.
The thing is, with running shoes, they’re a product everyone buys, knows, and is familiar with. You’ve probably bought a few over the years and have at least an inkling of what you’re looking for before you even get started.
Now imagine trying to sell something brand new that people have never bought before. You are not only selling a product. You are asking customers to change their behaviour and their mindset. That takes more time and a clearer process. A little more consideration on how to capture their attention and make them consider buying whatever it is you’re selling.
Need Support?
If you need help shaping your story, Tone Def. runs a half-day workshop that focuses on three things: understanding your target market, defining your value proposition and building an effective marketing and communication plan.
Get in touch to see how we can help your innovation stand out.
