BizSugar.com › Marketing › Only Some Good Ideas Take Off. Here's Why

Why do some ideas spread so swiftly and others so slowly? According to innovation strategist Debra Kaye, author of Red Thread Thinking, understanding the culture is the key to making innovations stick. "The reason products fail is because we think people are going to change their habits to buy what we've created, and that is never ever, ever going to happen," she says. "The question is: How do you make it fit in to the culture and people's underlying habits?"