The main foe a start-up company has to face is innovation resistance.
Resistance manifests itself in various forms, and in different moments of the product lifecycle.
The most common form (and the first to come up) is the Truth of Conventional Wisdom.
This form of collective knowledge, sometimes misidentified as "common sense" does not take into account new, previously unknown knowledge.
Anything that goes against the CW is slowed down in its race. Any technological innovation had to slowly permeate the collective thinking, to create awareness and confidence in order to overcome this problem.
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