From the Editor's Desk

Winning Strategies for Early Market Adoption 

Being at the forefront of your market is both a badge of honor and a formidable challenge. While pushing the boundaries of what's possible, your clients, shareholders, and employees must grasp and embrace your vision and value proposition. That's easier said than done, though, when you're "future fighting"—swimming upstream against a market that's not quite ready.  

When Businessolver entered the employee benefits technology market in 1998, the internet was nascent and the idea of using it for benefits enrollment was revolutionary. Likewise, benefits enrollment via a digital platform was a threat to the jobs of unionized employees called "keyers" —not dissimilar to how AI can be seen as threat to some jobs today. Undoubtedly, there were ample reasons for prospects to push back against an idea ahead of its market.  


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