I love hearing about a great idea, but it kills me when it goes nowhere. What happened? What caused it to fail when it looked so promising?
In Free Prize Inside, Seth Godin urges us to make soft innovations — small changes which are powerful enough to create fiercely loyal customers and return big profits. Soft innovations will continue to shake up industries in an age where huge marketing campaigns and disruptive technological breakthroughs are no longer guaranteed to break even financially. The little things will determine who is most successful.
But even a great idea for a soft innovation cannot survive on its own. Though there are many reasons it might fail, one stands out.