What should be our strategy if we end up creating industry first solution by understanding the need of the future but our customers are not willing to adopt the change as it's not a necessity yet? Shall we hold the project or invest more to create more buzz about the product and hope for better adoption?

If you know that customers are not willing to adopt your solution, that's a bad spot to be in.

1. Re-evaluate what led you to the decision to build & when to do it. Was there a gap in your methodology, or a piece of research that led you down this path? How can you avoid this for the next piece of strategy planning?

2. Don't hope for better adoption -- test and prove this out. Can you get a high quality signal that customers will adopt, e.g. customers will pay you now for access to it?

3. Is there a wider org that will bear the cost of holding this solution, and values it for reasons other than direct revenue?