Sometimes the biggest resistance to innovation comes from the person who should benefit most from it – the customer. Customers can be very conservative. When you come along with an unorthodox new product or service they are often initially unimpressed. Why should the buyer take a risk with your unproven new gizmo? He knows that new products often have bugs and he does not want to be the guinea pig on which you experiment. He is familiar with the current method – why should he change?