Harvard researchers studied why innovations stall. The spread, not the product, is often the problem. Learn how to bridge the gap.
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Why Your Product Isn't Spreading: The Real Challenge
You've built a product that works. It's a solution people need, and yet, it stalls. Harvard researchers have found that the issue isn't with the product itself. The problem lies in its spread.
As a founder, I've seen this movie before. You create something, it gains initial traction, and then it hits a wall. It’s not a lack of product-market fit. It's the transition from 'it works' to 'everyone uses it' that’s the real challenge.
The Harvard Insight: Bridgers, Not Builders
The research from Harvard highlights a critical missing element: bridgers. These are individuals who translate the benefits of your product to new audiences, bridging the gap between the builder's world and the user's reality.
"Innovation is the ability to see change as an opportunity — not a threat." – Steve Jobs
Most founders focus on refining their products when growth stalls. However, the issue is rarely the product itself but rather how it integrates into the lives of its users.
Recognizing the 'Bridger' Role
Builders are wired to create, but not necessarily to translate. The bridger can stand in two worlds at once, making the product feel inevitable to both the builder and the skeptic.
In my experience mentoring 25+ startups, I’ve seen founders often overlook this role. They wait for someone to naturally take on the task. But here's the unglamorous truth: you either find them or become them.
How to Think Like a Bridger
Transitioning to a bridger mindset doesn’t require hiring someone new. It requires strategic thinking:
Map Your Boundaries Early: Identify where your product leaves your world and enters someone else’s. This is where momentum often dies.
Find Your Translators: Look for early users who naturally explain your product to others. Study their language and approach.
Build Spread Into the Product: Ensure that the product carries its context, allowing it to spread without your constant presence.
Stop Revisiting the Product: Build the Bridge
According to my experience, the most successful founders are those who focus beyond product development. They understand that systems eat passion for breakfast. The key is to build something that can travel across people, beyond doubt and distance.
Key Takeaways
Growth stalls not due to product flaws but due to ineffective spread.
Harvard researchers identify 'bridgers' as essential for innovations to spread.
Founders must either find or become the bridger to ensure product adoption.
Frequently Asked Questions
What is a 'bridger' in startup terms?
A 'bridger' is someone who translates a product's value into terms that resonate with new users, effectively spreading the product in new markets.
Why do innovations stall despite having product-market fit?
Innovations often stall after achieving product-market fit because the product fails to integrate seamlessly into new users' lives. Bridgers help overcome this hurdle.
Can founders act as their own bridgers?
Yes, founders can learn to think like bridgers by understanding user needs and effectively communicating the product's value to new audiences.
How can I identify potential bridgers for my product?
Look for early users who naturally explain and advocate for your product. These individuals are often your best bridgers.
If this resonated — or if you violently disagreed — I'd like to hear from you. I work with a small number of founding teams each quarter. If you're building something real, book a discovery call or connect with me on LinkedIn.
