Sack shared a few of those principles with Fast Company. Good ideas beat great technology. One of the worst things you can do is hit your market with a technology before the market is ready for it. A more pragmatic strategy is to have a great new use for a technology that's already been accepted. Sound marketing can beat superior technology.
Revolutions take time.
Companies love to claim that their technology will 'revolutionize' an industry. But often they don't have everything in place that is needed to make the technology successful. And the factors that lead to success are often the ones that you'd least expect - for example, creating a package that looks similar to a product that's already well known. Depth, not breadth. If you understand one technology thoroughly, you can formulate strategies that people without that kind of technical knowledge won't even recognize.