Hint: It's not by adding new features Many people believe that breakthrough innovations are automatically accepted and widely adopted throughout society. But that assumption is flawed. Whereas the systems for enabling, formalizing and managing the innovation process seem to be improving, the fact remains that more than 90% of all new products and innovations fail, even if they provide obvious…
High-tech market development requires the involvement of enthusiastic early adopters. These early customers are the second wave of product purchasers following innovators. Acquiring your first customers is a crucial step in the development and potential of an early-stage product or technology. Early customers are always looking for new technologies. Their goal is to achieve a revolutionary breakthrough that will lead…
Early Adopters Help You, Then They Hurt You Early adopters have four characteristics that initially help, but then later hurt, your commercial success. Early adopters play a significant role in the beginnings of your high-tech company. In order for high-tech products to achieve mass market appeal, they must be refined and improved by a sequence of users, starting with innovators…
We help high-tech companies use their go-to-market strategy as a way to create exceptional value for customers while ensuring competitive advantage over a tsunami of new competitors.
