Finding the innovator

Driverless cars. Love them or hate them, it feels like we are moving towards a future where automation will at the very least reduce driver engagement. But how will this market grow and form? It’s easy to get caught in the hype at the consumer end of the driverless revolution and envisage the everyday commuter ‘driving’ to work eating breakfast, shaving, reading email. But as product managers we know that most markets form around innovators with big problems to solve.

Q: Who has the biggest problem that driverless technology can solve?
A: Logistics companies spending a huge amount on drivers.

But what does that mean?
The driverless market will hit the freight sector first and us commuters might have to wait longer than expected before jumping in the passenger seat. The product manager lesson: an innovator nearly always has more pain around the problem you solve.