Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world.
Shifts in thinking don’t happen overnight, any more than going to a weekend yoga workshop makes you flexible. Think of it like learning a second language or building a new habit – in this case a mental habit. People need to see how the new way of thinking plays out in different contexts and situations.
Via Kenneth Mikkelsen