Market rebels and radical innovation

In this adaptation from Hayagreeva Rao’s book, he explains the role of activists in making or breaking new markets, products, and services.

McKinsey Quarterly, January 26, 2009 — Activists who challenge the status quo play a critical but often overlooked role in both promoting and impeding radical business innovation. Their importance stems from the very nature of innovation, which frequently challenges existing interests, norms, values, social practices, and relationships. As a result, the joined hands of market rebels—activists and their recruits—have with surprising frequency exerted significant influence on market acceptance of breakthrough products and services.