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Driving Growth Through Innovation, 2nd Edition by Robert B. Tucker

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CHAPTER 9Selling New Ideas

I never want to invent anything I can’t sell.Thomas Edison

Sure, innovation is critical, but it doesn’t amount to anything unless the rest of the world does something with it.Douglas Engelbart, inventor of the computer mouse

An innovation, by its nature, is something different. It requires getting used to. It requires a little “hand holding” to get the user “up and running.” Somebody has to help it “catch on.” And that somebody is the innovator.

Innovation has always been about selling ideas. Innovators throughout history have willingly and ably embraced the need to sell their ideas to a skeptical world.

Thomas Edison didn’t just develop direct current electricity. He trained a team of salespeople to go door-to-door ...

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