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Summary
In this episode, Jerome Gilleron discusses the challenges of selling innovative products and the process of changing customer habits. He emphasizes the need to understand customer constraints and the three stages of success for any invention. Additionally, he highlights the importance of marketing and communication in advocating for disruptive solutions.
Keywords
sales, marketing strategy, deep tech, climate startups, customer habits, innovation, customer constraints, success stages, marketing communication
Takeaways
Understanding customer constraints is crucial for selling innovative products.
The three stages of success for any invention are: ridiculous, dangerous, and obvious.
Advocating for disruptive solutions requires consistent and strategic marketing and communication.
Titles
The Three Stages of Success for Inventions
Selling Innovative Products: Overcoming Customer Inertia
Sound Bites
"No one is buying directly from you when your product is 10 times better, 100 times better."
"Ridiculous, dangerous, and then the final step, obvious."
"The wrong time, the right time was yesterday. But the other second right time is now."
Chapters
00:00
Understanding Customer Inertia and Constraints
04:19
The Three Stages of Success for Inventions
14:13
Advocating for Disruptive Solutions: The Power of Marketing