The biggest dilemma facing innovators isn’t whether what they’re doing will cannibalize what makes them money today but rather getting enough people to try their innovations so that they become mainstream and can make money tomorrow.
Getting people to embrace the new — and make it a habit — is very, very hard to do.
University of College London researchers conclude that it takes 66 days, on average, for a consumer to do that “something new” each and every single one of those 66 days to totally break away from the old and never turn back.