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.
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.
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.