The Material Evolution Method: Bringing Innovation to Conservative Industries Without Disruption

Transforming a 150-year-old industry doesn’t require burning bridges. In a recent episode of Category Visionaries, Material Evolution founder Liz Gilligan revealed how they’re revolutionizing cement production by working with, rather than against, established players.

Finding Openness in Tradition

Contrary to the common narrative about resistant incumbents, Material Evolution discovered unexpected receptiveness to innovation. “I think a lot of them are really open to changing. I think they know that it needs to be done,” Liz shares about traditional cement companies. “Especially in Europe, there’s so much push for it and everyone’s so aware of it.”

This openness didn’t happen by accident. Material Evolution’s approach emphasizes evolution over disruption, recognizing that established players have valuable expertise and infrastructure that can accelerate adoption of new technologies.

Starting with Controlled Environments

Rather than attempting to revolutionize the entire industry at once, Material Evolution chose a strategic entry point. “Our first customers are probably going to be concrete manufacturers in the precast industry,” Liz explains. “They’re making a factory. It’s controlled, it’s a lot lower risk for new products. There’s a lot more control in the process.”

This focus on controlled environments allows them to demonstrate value while managing implementation risks. It’s a recognition that in traditional industries, proof points matter more than promises.

Building Multiple Value Propositions

Instead of leading solely with sustainability, Material Evolution developed a multi-faceted value proposition. “For us, it’s not just about the sustainability piece,” Liz notes. “There is a durability element. So our product has a 3D nanostructure inside of it which allows for it to be more durable, more fire resistant.”

This approach acknowledges that while sustainability is important, traditional industries need multiple reasons to adopt new technologies. By offering improvements in durability and performance alongside environmental benefits, they make the decision to change easier for conservative customers.

Embracing Industry Standards

Rather than trying to circumvent existing standards, Material Evolution actively participates in their evolution. “We’re on a group as part of the concrete zero initiative that’s changing how the standards are actually measuring,” Liz shares. This involvement helps shape how new technologies are evaluated while demonstrating commitment to industry best practices.

Their participation extends beyond mere compliance. As Liz explains, they’re helping move the industry from recipe-based standards to performance-based criteria, creating opportunities for innovation while maintaining quality assurance.

Recognizing Different Customer Types

Material Evolution acknowledges that not every customer will be an early adopter. “There are still customers in the market that don’t want to change, don’t want to do those things,” Liz admits. “They’ll always be, as we say in the company, customers who want to put concrete in holes.”

Rather than trying to convert the resistant, they focus on working with customers ready for change. This selective approach allows them to build momentum with receptive partners while maintaining respect for traditional practices.

Key Principles for Industry Evolution

Material Evolution’s experience suggests several principles for introducing innovation to traditional industries:

1. Start Where Control is Highest Choose environments where you can demonstrate value with minimal variables.
2. Build Multiple Value Bridges Offer benefits beyond your primary innovation to ease adoption decisions.
3. Engage with Industry Standards Participate in standard-setting processes rather than trying to circumvent them.
4. Respect Existing Expertise Recognize and leverage the knowledge incumbent players have accumulated.
5. Accept Varying Adoption Rates Focus energy on receptive customers rather than trying to convert everyone at once.

For founders bringing innovation to traditional industries, Material Evolution’s approach demonstrates that evolution can be as powerful as disruption. Their success shows that transforming established industries doesn’t require confrontation – sometimes the most effective path to change is working alongside those who’ve built the industry you hope to transform.