The British trust what has been tested over what is merely new. A product with a demonstrated track record of reliable performance carries more credibility than an innovative product with impressive claims but no history.
This does not mean the British reject innovation—they simply require innovation to prove itself through real-world use before granting it full trust. New products face a burden of proof: they must demonstrate their quality through independent testing, user experience, and sustained performance. Personal recommendation from someone who has used the product carries more weight than any marketing.
If you are introducing something new, expect the British to wait and see rather than rush to adopt. Build credibility through evidence, independent validation, and demonstrated real-world performance.
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