The Reality Behind “Market Insurance Initiatives”

Have you ever wondered why established companies suddenly announce projects around trending buzzwords like blockchain, metaverse, IoT, or AI? Often, these aren’t driven by genuine innovation but by what I call “market insurance initiatives”—reactive moves to hedge against being left behind in a trend.

These initiatives are fueled by statements like:

* “Investors want us to show we’re in on this trend.”

* “What if this becomes the next big thing?”

Despite the fanfare, many of these initiatives lack serious commitment or tangible outcomes. They’re often part of the so-called “innovation theatre”—designed to signal to the market, “We’re on the bandwagon too!”

If you’re a leader or product manager stuck in one of these half-hearted initiatives, it can feel like being in a hamster wheel for the next few quarters until the hype fades. But there are ways to navigate this situation constructively.

4 Ways to Make the Best of It

1. Get Clear on Goals & KPIs: Ask the big questions: What are we trying to achieve? By when? What will make us scale or drop this project? This pushes leadership to commit to a direction and helps you focus your efforts.

2. Follow Lean Methods with Milestones

* Avoid diving into full-scale building right away. Instead, plan small, measurable steps:
 a. Conduct customer research.
b. Build a prototype if interest is validated (e.g., 100 potential users). 
c. Launch to a limited audience, gather feedback, and iterate.

* For each milestone, ensure leadership commits to resources (e.g., “If we hit 50 users, we’ll add two engineers”).

3. Focus on What You Can Learn

* Even if the project lacks serious backing, use it as a learning opportunity:

     * Gain experience in 0-to-1 product building.

     * Sharpen skills in stakeholder management or new technologies.

     * Improve your negotiation techniques.

4. Know When to Move On

* If the situation becomes too frustrating, consider exploring other roles within the company that align with your aspirations.

* Alternatively, start preparing your resume and skill set for your next career step.

TL;DR  “Market insurance initiatives” are more common than you think. While they can feel like a dead end, they also present unique opportunities for learning and growth. Navigate them wisely, and you might come out stronger, even if the project doesn’t succeed.

Have you faced such situations in your career? How did you handle them? Let’s discuss!