Search for the pain points

AI, drones, virtual reality, augmented reality, self driving vehicles, cryptocurrency, smart ____________ (insert any household item) are on the horizon.

In order to tip the scales for the masses to embrace these technologies, entrepreneurs, marketers will need to understand the pain points of their customers.

What problem does this solve?

Why should I care?

What about my privacy?

How much is this going to cost me?

What does this product say about the type of person I am?

What will my friends think?

Does this resonate with my worldview?

The product may be perfect–state of the art, ahead of its time, inexpensive and solve real problems–but tech is not enough. The story, the narrative that the consumer is buying is much more valuable.

The only thing more difficult than developing a perfect product is reversing a narrative.