From Resistance to Reinvention

During the late 19th and early 20th centuries, the United States experienced the Second Industrial Revolution, a period of rapid innovation, new industries, and entrepreneurs pursuing the American Dream. But having a great idea didn’t always mean customers were ready for it.

A recent episode of The Mega-Brands That Built America, “The Underwear Boom,” explored the origins of Hanes, Fruit of the Loom, and Jockey. Today, buying underwear is completely ordinary, but when the industry was developing, undergarments were considered a private topic something people simply didn’t talk about.

That created an interesting business challenge: How do you sell something customers need when they’re uncomfortable even talking about it?

Through advertising, education, persistence, and products that proved their value, these companies helped change consumer attitudes. They didn’t just sell a product they helped customers become comfortable with an entire product category.

But creating customer acceptance brings a new challenge: Once people see the value in an idea, competitors see the opportunity too.

The smartphone industry demonstrates the next stage of that cycle. BlackBerry helped establish the value of carrying a miniature computer in your pocket, particularly for business users. Once consumers embraced the concept, competitors such as Apple and Samsung saw an opportunity to take it further. They expanded what smartphones could do, appealed to a broader audience, and eventually surpassed an early market leader.

The two industries illustrate different stages of the same business journey. First, you may have to convince customers that your idea is worth embracing. Then, once they embrace it, you have to keep improving it to stay ahead of competitors.

Markets change. Competitors emerge. Customer expectations evolve. Don’t assume initial resistance means your idea won’t work and don’t assume today’s success guarantees tomorrow’s.

Getting customers to believe in your idea is the first victory. Continuing to give them a reason to choose it is what creates lasting success.