You’ve invested time, money, and passion into building an innovative product or service that promises to change lives. But something’s not clicking. The uptake is low, users are disengaged, and your metrics are falling short of expectations.
So what’s going wrong?
At Eluby, we’ve worked with numerous organizations trying to drive adoption in Africa’s developing markets. Here are the most common reasons innovations fail—and how you can turn things around.
1. You Designed for the Market—But Not with the Market
Innovations often fail because they’re created for underserved markets, not with them. Without deep insights into local behaviors, needs, and constraints, even the best ideas can fall flat.
Fix it:
Adopt human-centered design. Involve end-users from the start, test prototypes locally, and adapt based on real feedback.
2. You Ignored the Adoption Journey
Innovation isn’t just about introduction—it’s about adoption. If users don’t understand your product, trust it, or see how it fits into their daily lives, they won’t use it.
Fix it:
Build an adoption strategy that goes beyond launch. Use storytelling, relatable use cases, community ambassadors, and phased onboarding to nurture long-term use.
3. Your Technology Is Advanced—But Your Audience Isn’t Ready
Digital tools can be powerful, but rolling them out in low-tech settings without the necessary skills or infrastructure is a recipe for disappointment.
Fix it:
Invest in capacity building and training. Help users build the confidence and skills to interact with your product. Consider low-tech alternatives or hybrid approaches where necessary.
4. Your Innovation Exists in a Vacuum
You can’t disrupt a system you don’t understand. Many innovations are introduced without alignment to existing ecosystems, partnerships, or policy environments.
Fix it:
Engage in strategic partnerships. Work with local NGOs, government bodies, and community organizations that already have trust and reach. Tailor your offering to complement, not compete.
5. Your Story Isn’t Resonating
If your communication is jargon-heavy or irrelevant to your audience’s values, your message won’t stick.
Fix it:
Use impactful multimedia storytelling to build emotional connections. Show real people benefiting from your innovation. Speak the local language—literally and culturally.
Let’s turn your great idea into lasting impact.
Contact us today: askeluby@elubyconsulting.com