When the film’s heroes decide to become ghost “busters”, everyone thought they were crazy. In spite of this, they decide to persevere with the idea and take advantage of every available opportunity. Finally, their idea, which from the outset seemed wacky, starts to bring them their first clients, allowing them to achieve the impossible: to create a new market.
This process perfectly illustrates the innovation life cycle which can be summarized in three phases. It begins by being incomprehensible to outsiders. With perseverance, the innovation makes headway by becoming coherent. However, at that moment, it is apparent to all that it is impossible to achieve. But it is thanks to the persistence and talent of its founders that it becomes part of our everyday life, making it thus ordinary.
The moral of this tale: if you decide to immerse yourself in innovation, prepare yourself psychologically as people will think you’re crazy…at least in the beginning.