How to launch an innovation when the market is in crisis?

Your innovative offer has received very positive initial feedback. This is even more deserved because you have invested a lot of effort and money in it over the years.

But as you are starting the commercial launch, the market is entering a crisis. Projects are at a standstill. How can you cope?

Postpone the launch while waiting for better days?

Target another, more dynamic market?

Doubling down on prospection activity in all directions?

Neither of these reactions is the best.

Crises offer opportunities to those who know how to discern and seize them. The market is segmented: on the one hand, there are prospects who are suffering from the crisis, and on the other, strong companies, which are preparing for the rebound, quietly accelerating their transformation and strengthening their competitiveness.

Crises reveal the value of your innovation considering new or more important criteria and shed light on what is essential to customers.

I suggest the 5 C’s method to launch your innovation amid a crisis: Calendar, Choice, C-suite, Courage, Concrete.

As a bonus, I list about twenty good practices that allow you to deploy a marketing strategy while keeping your cash.

To learn more, read the full article in PDF!