Wilkshire Digital
Strategic consulting and board representation to companies operating at the intersection of Content, Rights, Data and AI
"I've Already Got a Mousetrap"
Predictability over Potential, Why New Product and Service Launches Fail
The majority of entrepreneurs build their product/service and company under the premise their solution addresses an immediate market need and business opportunity. While that may be true, they regularly fail to accept the fact their buyer already has a mousetrap, yes theirs could be better, but changing from one to another presents risk.
Entrepreneurs by nature embrace change, they are inspired by innovation. That same boldness and willingness to improve on what's out there today is also why they are unwilling to accept their solution will likely be perceived as a risk.
Humans by nature, are risk averse. A company's failure to account for the perceived risk of their solution is the single most catastrophic failure point in the marketing and launch of a new product. Risk aversion is real, buyers prefer predictability over potential. It doesn't mean change is impossible, but risk must be understood and accounted for in every plan and any formula for success.
Wilkshire Digital understands the buy cycle, the importance of perception, and the reality of risk. This is what has led to the creation of over $2.8 billion in new revenues, numerous market leadership positions and multiple high-value exits.
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