I want to share with you six evidence based things to consider. There are many more, but I believe these ones are the six most important as well. They are evidence based and research based. So that means it is not me just going up to the mountain and this is what the good Lord told me. This is based on academic research. Finally, these are things to consider.

These are not necessarily the answers, you will have to take into consideration your specific situation, your management style, but these consideration will help you in making better decisions. The first point is that coming up with the idea is actually the easy part. But to be successful, you have to sell it to the organization, you have to convince your management team to buy into it. You need their support. And this is of course, not necessarily new four innovations. This is the key for any new idea.

But can you imagine How hard it is for a disruptive one. Remember the characteristics that I told you before. It may cannibalize the business customers cited unwanted, it may undermine your distributors. And imagine how difficult it is to go to the existing organization and say, Hey, guys, we need to invest in this new innovation. Maybe it will grow. And potentially many of you may lose your jobs.

But hey, it is good for the business. It is not a winning proposition, is it? So selling a disruptive innovation is very important, and a key determinant of success. But what do we see from the research, we see that most established companies don't invest in these disruptive innovations for a long time, even if they came up with these innovative ideas themselves, so it's not somebody else who bring this to the market? They actually came up with the ideas. And the evidence is is that they still don't invest in this for a long time.

And the second piece of evidence that we have is that when companies Do inverse they often do it is in a non committal way. So they do only for the short time for one year, two year, maybe three. And after that they say, oh, what the heck, let's get out of this. And it just shows that you haven't been able to really convince or sell the idea into the organization. So selling these innovations is crucial. And I really want to emphasize this, then the question becomes how to sell effectively.

And let me give you a generic framework based on many, many years of research. Over time, we've learned that there are five key elements that determine whether innovations diffusing grow or not. And in essence, these are the five elements that predict effective selling. The first one is who is the seller who is trying to push for this innovation. Are they credible? Are they somebody that people listen to?

Secondly, what are we trying to sell? So my days are more easily sold than others and of course, The more disruptive the idea, the more difficult it is to sell. The variable are the buyers who are trying to sell this to if I'm trying to sell an idea of going to change the world, it might be easier to sell this to young people than to old people. So in essence, we have to take into consideration Who are we selling to number four is how are you selling? What strategies are you employing? And lastly, the context is the timing right?

Is it the right situation? Each five of these variables are important and you have to think creatively how to exploit each and every one of them. In the interest of time, I want to give you a couple of examples.