In my interactions with budding entrepreneurs, there’s a pressing question I always pose: “You’re gearing up to launch a groundbreaking product, but have you considered why no one has ventured into this space before?”
Typically, the reasons can be categorised as follows:
- The market doesn’t perceive a need for the product.
- While a concept might be innovative, the practicalities of production, distribution, and support could outweigh its economic feasibility.
- The technical complexities and costs associated with its realisation deter attempts, and those brave enough to venture often face hurdles that seem too large to overcome.
- Occasionally, a truly great idea emerges — one that, magically, has not been realised yet and possesses the potential to revolutionise.
It’s this last category that holds the promise of propelling an entrepreneur to the top of the world.
During my two-hour job interview with Val Miftakhov (ZeroAvia’s CEO) in October 2021, I posed this very question. The ensuing dialogue was both enlightening and enriching. My takeaway? Our hydrogen-electric engine was treading the fine line between the third and fourth reasons, though now it’s already leaning towards the fourth, I believe ;)
It’s precisely this intricacy that mandates us to onboard not just super-smart experts but individuals with the spirit of inventors and fighters. I embraced this challenge head-on — to promote something that doesn’t yet exist.
(By the way, check out our Careers website; we have a lot of vacancies in the UK and the US)
Marketing something entirely novel is not a walk in the park, yet there is a strategy, and actually, all the same good old tools apply.
Watch this space for more insights!
