Chapter 7

Drive Innovation Uptake

There is nothing more gratifying or necessary than seeing your offerings purchased and put to use. Uptake is customer acceptance of a new product or service. Without it innovation is an empty shell, a wasted effort. With it, new ideas come into their own as they are taken up and applied by the people who most desire them—your customers.

Uptake is critical to making best use of an inflection point. When you successfully drive acceptance, market success goes up. This is where the rubber meets the road. As your customers embrace your offering, apply it, and get results they enjoy, you are climbing up the inflection point on a growth trajectory.

In the context of innovation, uptake refers to the customer's activity ...

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