Abstract:
The history of scientific innovation is typically written around the discovery process, with less emphasis placed on the way innovation is incorporated into society. However, all innovations face a challenge as they approach the market, not just to generate excitement but to gain investor confidence and ultimately social acceptance. It is about making people both "believe in" the new technology and also "be comfortable with" that technology as it affects their lives. These challenges have been faced by all important technologies, from electricity and the combustion engine to space travel and gene therapy.