"But if you're innovating within your industry, it's a problem you should expect and prepare for because it means having to operate in two realities-the internal reality where you know the challenges in your industry and how you're going to solve them, and the external reality where nobody else has recognized the problem that needs to be solved. In a highly regulated industry like healthcare, safety, and stability create an inertia that often works against innovation."
"When you're defining a market that doesn't exist yet, one of the most overlooked steps is giving it a name. A name gives stakeholders a tangible anchor and helps sell the version of reality where the market is already real. Then the focus shifts to creating shared belief, and that only happens by getting out there and talking to people. It's a lot like painting a landscape. Your company may ultimately be just a small piece of the background, but the more detail you"
When customers don't recognize a problem, companies must build the market alongside the product. Regulated industries like healthcare create safety-driven inertia that suppresses demand and infrastructure, causing many innovations to fail despite technical solutions. Market creation requires naming the market to anchor stakeholders, crafting a compelling narrative that explains need and benefits, and engaging stakeholders repeatedly to build shared belief. Demonstrations, education, and regulatory alignment help bridge internal conviction and external skepticism. Paragonix developed an organ preservation solution to replace ice transport and navigated simultaneous company and market building through storytelling, stakeholder outreach, and visible use cases.
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