Emerson was wrong. The world will not beat a path to your door just because you build a better mouse trap.
No busy, overstressed, fire-putting-out, content-with-the-product-they-have-now person really wants to hear from you. Even when you do build a better mousetrap, the world thinks you’re a giant pain in the ass. Nobody has the time, nobody has the patience, nobody wants to take the risk that your claims are exaggerated … We have to be invited in or we never get to tell our tale.
From Why Johnny Can’t Brand.
Not only does this apply to consumer and business products, it applies to science as well.