Today, we'll introduce the concept of risk perception in technology buyers and how it plays a critical role in your growth. We'll showcase 6 of the 18 elements we've observed, which are the ones a company must build around its core product to sell more to the risk-averse mainstream customers. This episode is one of three in which we'll introduce the 18 elements to lower the risk perception of your value proposition and sell more. This episode of the Unstoppable Product Show focuses on helping CEOs and executives in the high-tech industry become market leaders through the low-risk reinvention approach. The conversation begins with reflections on how the world is becoming riskier and the importance of managing life and technological risks. The hosts introduce a framework based on the behavioral science of the diffusion of innovations, aiming to teach listeners how to achieve go-to solution status in their markets by understanding and leveraging customers' risk profiles. The recent cyber attack on United Healthcare serves as a springboard to discuss the critical role of cybersecurity in risk management. The episode then dives into the 'Assurance Bucket' of the low-risk reinvention model, detailing six elements (standards/certifications, security/privacy, sponsorships/associations, complimentary products and services, customer references, and peer-to-peer interaction) essential for reducing the risk perception of technology products. Each element is explained with concrete examples, including the impact of standards like ISBN on Amazon's success and the pivotal role of Microsoft's ecosystem in selling Azure services. The aim is to provide high-tech leaders with actionable insights to decrease perceived risks and strategically position their innovations for wider adoption. 00:00 Introduction and Greetings 00:53 The Unstoppable Product Show: Chapter 3 01:20 The Low-Risk Reinvention: Innovations and High Tech Products 02:00 The Recent Cyber Attack on United Healthcare 02:58 The Impact of the Cyber Attack on the Healthcare System 03:10 Understanding the Diffusion of Innovations 04:17 The Importance of Risk Avoidance in Product Success 05:19 The Different Flavors of Risk 06:25 Introducing the Low Risk Reinvention Model 06:50 The Assurance Bucket: Reliability, Affinity, and Assurance 11:36 The Power of Standards and Certifications: The ISBN Example 16:09 The Importance of Security and Privacy 20:10 The Role of Sponsorships and Associations 23:07 The Value of Complementary Products and Services 34:20 The Power of Customer References 16:12 The Impact of Peer to Peer Interaction 42:41 Conclusion and Preview of Next Chapter

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