1. The product is first used by innovators, people with keen interest in technology.
2. Secondly, by the Early Adopters, who appreciate the benefits of the new concept.
3. As the product gets traction and becomes mainstream, the early majority...

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 ...

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...

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...

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...

1. Naming the product is crucial for any brand selling to happen.
2. Position the product for who would buy it and for what reason.
3. Differentiate and provide details and comparative context to the buying customer
4. Ensure financials, futures and reassurance to the customer fo...

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...