From the time you start to think about creating a product or a company, you’ll need to spend time on Market Development. This is the work that goes onto coming up with an idea for a product, doing market research to find out how customers will react to it, undertake some early business development and begin to engage customers.
To be successful with your product launch, you should be spending as much on Market Development as you are on product development.
Triggers and Barriers
Because people are reluctant to change, there must be an external force pushing people to innovate, these are triggers.Barriers to innovation get in the way of people innovating. People will resist a call to innovate, even if there are strong triggers.
Even if there are strong triggers that are acting on people to get them to innovate and low barriers from hindering them, you must be substantially better than your competitors to get buyers to choose you.