How often do your business partners listen to you? Roughly once every five times (23%), according to our recent survey of a global panel of nearly 13000 business partners from various functions. Four times out of five, Market Insights is either neglected or used for support rather than for illumination – not enough to change the direction of projects and initiatives.
As researchers, the frustration of blocks and burnouts is nothing compared to discovering something disruptive and then having it dismissed or shelved by your business partners. Don’t get me wrong, sometimes your business partners do know better and the “great idea” on paper really isn’t so great in practice, other times however, you are in the right but for some reason the world is showing you little of the love you deserve. It is cold comfort finding yourself in the same boat with Cassandra of Troy who, both blessed and cursed by Apollo, made all the accurate prophecies (e.g. do not bring the Trojan horse in) only to have no one believe in them.
In eerie similarity, business partners think little of the role Market Insights plays for their team – a full 31% have no idea and another 49% assigns it a tactical role as the gatherer of various kinds of information. Armed with intelligence, Market Insights somehow failed to gain the credibility to recommend concrete changes.
This leads us back to our original question: what causes disruptive insights to die on the vine? Is it ineffective communication? Is it political blunders? Is it lack of business acumen? Is it a failure to overcome psychological biases? Any of the above? All of the above? We don’t know yet, and we need your help finding out. If you have recently had a disruptive insight turned down or acted on by business partners, we’d love to hear how it happened. In return, we will send you a summary of our findings detailing:
- Which steps or actions taken by Market Insights functions are most likely to drive insight activation?
- What are the major obstacles to implementing disruptive insights?
- Who are the right stakeholders to identify and engage in order to successfully execute a disruptive insight?