Sideways Pressure: Sideways pressure is always interesting. First in that it has the shortest lifespan. It’s often an intermediary step between upward pressure and downward pressure. Interesting in that catching the pressure when it is sideways actually can have a significant change of allowing the innovations of your organization to create a Blue Ocean.
The Pressure to Fund: There are many new capabilities for innovators that allow them to move out of large companies. In the past large companies (Kodak is the prime example) would support innovations but in the end, wouldn’t know what to do with them. Independent innovators have the agility to build and sell their solution. The pressure, however, is twofold here. If your project fails in achieving funding via Kickstarter or Indiegogo how do you raise money? There is the traditional Venture Capital market, but they expect a business plan and a market plan. VC’s like to see the TAM (Total addressable market). If the goal to innovate the reality for the Innovator is sometimes chasing money forces the innovto work for a company that will help the innovation come to reality. I call this the pressure to fund.
The Pressure to Market: Once you have your great idea you have to market that idea. The pressure here is a failure. There are thousands of great ideas that litter the floor of our world. That isn’t a bad thing. Seeing something that works on the part of what you see as a problem allows you to innovate the solution. Failure and the pressure to market are critical for the success of innovators. It’s just the early bird sometimes only gets worms.
 “The Blue Ocean Strategy” W. Chan Kim and Renee Mauborgne Harvard Business School Press
Did you know that the red ocean (competition) existed?