Risk aversion comes in many forms and faces. When the purchasingdecision chain is full of doubters, this can bedevil an entrepreneur’s attempts to find innovation-minded customers who will go out on a limb and try a new way of doing business.
The media and entertainment industry offers a great example. It’s all sparkle and sizzle on the outside but when it comes to internal processes, decision makers often have an intense fear or change. The resistance is understandable. Much is at stake with TV and film production: There’s a need to monetize assets so that everyone is paid, plus the reputations of all involved on the screen and behind it are on the line. The pressure-packed global production cycle and 24/7 news cycle mean there’s little spare time to recover should a new technology fail to deliver.
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