What are Innovators and Early adopters?
These concepts were introduced in the Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962. This theory explains how an idea or a product spreads in the long term and the different phases before becomi
Think about the first iPhone. The people that waited in line for hours the day it was released are the Innovators, the ones that both it on the following weeks the Early Adopters. These people wanted the latest technology, the “cool” and they weren’t afraid of risks and the high prices. These people are eager about the “new” the “unknown” they don’t care about the risk. They want to feel different.
Why is it important to know this when you start a business or want to spread an idea?
When people start a business they trust their product or service and believe that it is the best in the market in their category (why else should you start a business for). They want to advertise it everywhere, get the biggest billboard, etc. They want to get to the majority of the people but the majority is not buying new ideas.
If you want your product to spread you gave to focus your marketing and sales effort in the minority, in the innovators and early adopters. In those that are willing to take the risk to have the latest, the newest, and the most innovative.
Focusing on this type of people has many advantages:
- you are able to test your product or idea with people that like trying new things.
- you get feedback in early stages of your product development when you have time to change and improve things.
- you learn about how people use your products.
- you don’t spend a lot of money on marketing and sales campaigns that are inefficient if people don’t trust you.
Innovators and Early Adopters who like your product will be your best salespeople. They will talk to their friends about this “new thing” they tried because they like to be seen as leaders. Their opinions will give you the trust that you need to start attracting more people with your products.
Finding the Innovators and the Early Adopters must be the first step of your journey.
Photo credit: Jack Moreh