Where demand has yet to emerge, traditional marketing strategies have limited effectiveness: without search volume, without terminology, without clear expectations, even well-designed campaigns – such as those using Google Ads – will fail.

New solutions rarely fail because of technology – but because their introduction follows old patterns in terms of communication and organisation. Different communication approaches are needed. Approaches that do not assume that target groups already understand the new concept, but guide them there step by step: With understandable benefit scenarios, participation, trust and language that resonates with people’s everyday lives. Only when suppliers, employees, consumers and customers see the meaning and their place in the new concept does innovation turn into real demand – and a pilot project into a scalable solution.

In addition, scaling is not automatic. What works in the pilot can quickly fail if acceptance, (communication) processes, responsibilities and framework conditions do not grow with it. That is why new solutions also require new communication and transformation approaches – growing with the project from the start, tailored to specific target groups and designed to remain viable from initial implementation to roll-out.