How do you go from an idea or technology to building the right product for the right market to broad market adoption to building a successful company? The answer is in understanding the needs and motivations of each group in the adoption lifecycle.
Crossing the Chasm is an innovation-adoption model that was first recognized and described by Lee James and Warren Schirtzinger, both of whom worked for Regis McKenna Inc. in the Pacific Northwest. The chasm model describes a market’s acceptance of a new product in terms of the types of users it attracts throughout its useful life.
Early adopters play a significant role in the beginnings of your high-tech company. Unfortunately everything you learn about marketing to early adopters will fail miserably when you try to use it in the future.
The most effective method of finding and recruiting early adopters is through a technique called “market relations.” It is a word-of-mouth method of identifying the best early-adopters for your product or innovation.