E107: What Makes Innovation Spread?

In this episode of B2B Marketing Futures, we explore what really drives innovation adoption and why even the best ideas can struggle to gain traction. Joaquin Dominguez is joined by Senior Product Marketing Manager Phoebe Do (Gong), Renewable Marketing Manager Doan Nguyen (Rystad Energy), Sr. Global Marketing Manager, Disease States MDx Nishant Sinha (BD), and Senior Channel Partner Manager Rubén Mendoza (Asana) to discuss how influence, internal alignment, and market readiness shape the success of new solutions across industries.

We dig into:

• The five key levers of adoption from diffusion theory
• How networks, education, and word of mouth accelerate uptake
• What happens when complexity or positioning gets in the way
• Real-world examples of “crossing the chasm” in tech, renewables, and medtech

If you’re trying to bring a new idea to market or facing resistance to change, this episode is packed with insights from leaders who’ve navigated it firsthand.

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