How easy is it to try the innovation? Tea bags were first used as giveaways so people could sample tea without buying large tins, radically improving the trialability of brewed tea. Samples, giveaways, and demonstrations are centuries-old techniques for making it risk-free to try new ideas. This is why Gap lets you try on clothes, and the Honda dealership lets anyone with a pulse test-drive a car. Many websites today have freemium services, where the basics cost nothing but you pay for extras. The easier it is to try,...
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