Observer effects in product innovation

Innovation tends to have huge observer effects. By shipping you transform the market in both foreseeable and unforeseeable ways.

A story: My team @ChoiceNewThings created a service to transform the broken energy retail market here in Australia.

Then we were caught off guard when it worked. Our intervention caused a shift that forced us to pivot.

Can we predict the shifts we cause? Can we at least prepare for their likelihood? Here are some ideas.