Make Your Innovative Idea Seem Less Terrifying
Harvard Business Review
OCTOBER 11, 2013
Much as I want to believe that a glaringly good idea will stand on its merits, I have come to realize that just like any product or service, ideas require good marketing if they’re going to reach their intended customers. New ideas tend to evoke fear and anger – we are programmed to prefer the comfort and safety of established norms.
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