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Innovation&: Innovation resistance

Updated: Oct 11, 2023


Innovation resistance

Picture: Applying reciprocal responses instead of one-sided demands, sympathy instead of hard data and facts, and cooperation instead of conflict can help break through innovations resistance in organizations.


Innovation resistance can be a significant obstacle for companies trying to introduce new ideas and products to the market. Convincing customers and employees that an innovation is necessary or valuable, especially when it involves unexpected or radical changes, can be challenging. This often leads to active or passive resistance to the new. One of the best ways to reduce innovation resistance is by cultivating relationships with customers and employees. Here are some strategies companies can use to build relationships and overcome innovation resistance.


Reciprocation:

Reciprocation refers to the tendency of people to respond to kind gestures or actions in kind. When companies are generous towards their customers and employees, they are more likely to be supportive of innovations. One way to utilize reciprocation is by providing customers and employees with a better experience than they expect. For example, offering personalized experiences that cater to individual needs and preferences. By taking care of their well-being and surpassing their expectations, companies can gain the trust and loyalty of their target audience. When introducing a new innovation, customers and employees are more likely to support it.


Another way to utilize reciprocation is by giving something to customers and employees before they ask for it. For instance, offering free training or workshops to help them adapt to changes brought about by the innovation, improve their skills, or expand their knowledge. By caring for their well-being before seeking their support, companies can increase loyalty and willingness to accept and support new innovations.


Liking:

Liking is another essential factor that can help reduce innovation resistance. People tend to favor or admire individuals or organizations they like. When customers and employees feel that a company shares their values and interests, they are more willing to accept and support innovations. Internal influencers from the same organization, who show and talk about the first steps, are especially valuable in this regard.


Building a strong brand identity, trusted icons, and symbols associated with the innovation can also enhance liking. People who identify with these brands automatically feel higher quality and connect with the innovation. Companies should focus on creating a clear message and identity that aligns with the values and interests of their target audience. By highlighting commonalities and creating an emotional connection, companies can gain the trust and loyalty of their customers and employees and overcome innovation resistance.


«One of the big lessons from behavioral economics is that we make decisions as a function of the environment that we are in.»
Dan Ariely

Unity:

Unity refers to the tendency of people to support individuals or organizations they are close to or belong to the same group. By building a strong community, companies can gain the trust and support of their customers and employees and overcome innovation resistance. Involving customers and employees in the innovation process is one way to promote unity. Companies should invite their target audience to provide feedback on new products or ideas and participate in the development process. By listening to the opinions and ideas of their customers and employees, companies can establish a stronger connection and reduce innovation resistance.


Encouraging collaboration between customers and employees is another way to foster unity. By creating a platform where customers and employees can interact with each other, companies can build a community and gain the trust and support of their target audience. Collaboration can also help solve problems and accelerate the development of innovations.


Conclusion - Innovation resistance

In summary, innovation resistance can be a significant obstacle for companies introducing new ideas and products. To reduce innovation resistance, companies should focus on building relationships with customers and employees. Reciprocation, liking, and unity are three important strategies that companies can use to gain the trust and support of their target audience and overcome innovation resistance.


Reciprocation refers to responding to kind gestures or actions in kind. Liking refers to favoring or admiring individuals or organizations. Unity refers to supporting individuals or organizations that are close or belong to the same group. By employing these strategies, companies can reduce innovation resistance and increase their chances of success.


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