I recently spent the day at Payson Park, a massive 400 acre training facility just west of Palm City, Florida, owned by Virginia Payson.
As I was watching horses and jockeys on the track, I overheard a Cytowave representative who was attempting, not very successfully, to help a weathered looking trainer who appeared to be in his 80's, understand what Cytowave represented.
"It's Voodoo!" he exclaimed, presumably referring to any technology that came in a box. "It's all voodoo!"
That struck a nerve with me because it neatly summed up the Cytowave challenge - how to introduce what is essentially a new biotech product and do so to an industry that has been immersed in using techniques that haven't changed for fifty years or more.
The resistance is understandable, given that the industry is introduced to a new product / panacea, every week that claims to cure everything from laminitis to cancer. We get that, which is why our
approach is that there are two kinds of people in any industry - those who embrace change and new technology and are curious about the new, bright, shiny object. And then there are those who have heard it before, they're not easily impressed and they'll be the last to try a new product.
It's like water wearing on a stone - eventually enough anecdotal stories trickle down to the late adapters and they'll be intrigued by the results they're hearing. Eventually they get around to trying it out, if only out of fear of being the dinosaur about to go extinct. And that's okay..
That's one reason why we rely heavily on video testimonials. We prefer to let our customers do the talking. After listening to a couple of videos, you'll come to the conclusion that Cytowave is not voodoo.