1. Sounds too risky.
2. There’s little solid research support.
3. The “experts” in the field think it sounds a bit absurd.
4. The potential market seems too small.
5. The idea comes from R&D (and marketing says it’s not based on sound consumer insight).
6. It would be first to market.
7. It would be following a previous entrant that didn’t do so well.
8. It surfaced too early – not following corporate innovation process.
9. Top management demands breakthroughs, but draws short of funding them in practice (see reasons above).
10. Because it wasn’t my/our idea.
I’ve had each of these with my clients. Usually followed by a competitor taking the opportunity quite soon after.
Additions? Builds?
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