How to compete (and win) by challenging assumptions

New disciplines have always faced the usual initial resistance of any disruptive innovation.....not only in the past.

Due to false (outdated) assumptions, neuroscience, QR codes and mobile payments (still in its infancy) face scepticism (coupled with a degree of uncertainty), as to whether it could deliver on its promises.

What would be the most appropriate strategy?
Start programmes of frequent, inexpensive experimentation that allow for cheap failures. The holy grail of the emerging Marketing Eco System lies in how you get yourself and others to try new things.

Just do it. Start in beta. Learn and improve. Challenge the (outdated) assumptions of the mainstream. And win.

Challenge your colleagues to recognise how much of their world and their expectations of the future are based on a sea of assumptions, rather than observations. First thing to do: show them this video.