Ideas from books, articles & podcasts.
The point of greatest peril in the development of a high-tech market lies in making the transition from an early market dominated by a few visionary customers to a mainstream market dominated by a large block of customers who are predominantly pragmatists in orientation.
The gap between th...
published ideas from this book:
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There are two cracks in the traditional bell curve. Firstly, a chasm between “early adopters” and the “early majority”. The market approach that works for early adopters might not work for more mainstream users of the product or vice versa.
Secondly, there is a chasm between the early and ...
Mainstream markets in high tech look a lot like mainstream markets in any other industry, particularly those that sell business to business. They are dominated by the early majority, who in high tech are best understood as pragmatists, who, in turn, tend to be accepted as leaders by the late majo...
The Whole Product Concept identifies four different perceptions of product:
To enter the mainstream market is an act of aggression. The companies who have already established relationships with your target customer will resent your intrusion and do everything they can to shut you out. The customers themselves will be suspicious of you as a new and untried player in their...
One of the keys in breaking into a new market is to establish a strong word-of-mouth reputation among buyers. Now, for word of mouth to develop in any particular marketplace, there must be a critical mass of informed individuals who meet from time to time and, in exchanging views, reinforce the p...
Make a total commitment to the niche, and then do your best to meet everyone else’s needs with whatever resources you have left over.
In short: Winning the beachhead, knocking over the head pin, creates a dynamic of follow-on adoption, opening up new market opportunities, in part from lever...
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Marketing is the art of identifying and fulfilling consumer needs.
All kinds of organizations face marketing problems:
“anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven.”
published 7 ideas
How do I describe my love for this book? It completely changed my view of marketing. He says it is "seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your part of) that market.” Seth Godin is indeed the Father of Modern Marketing.
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