Selling in a New Market Space: Getting Customers to Buy Your Innovative and Disruptive Products

Your new product has changed the rules of the market. Now, you have to change the rules for selling it . . .

Providing a truly innovative product or service is the difference between life and death for companies today. But once you’ve produced it, you have to answer the next big question: How do I sell this unique offering to customers who don’t even know they have a need for it?

Brian C. Burns and ...