Roger’s Innovation Adoption
Everett Rogers identified the percentage of the general population who will engage with an innovative product or service over a period of time. His theory is that each category of adopter acts as an influencer and reference group for the next. But there is a problem with this theory and it lies between the early adopter and early majority.. These groups don’t reference each other because their psychographics are different. According to Rogers, Early Adopters are visionaries, turned on by scarcity, and the Early Majority are pragmatists and require social proof. So in this video we are looking at Rogers Innovation Adoption Curve and Moore’s models to help ‘cross the chasm’. Both really useful to consider when you are positioning yourself in the market.
Watch the video to get the background information, then feel free to request the templates firstname.lastname@example.org. I am happy to share.
1. Recognise where your current portfolio of products and/or services sit on Roger’s Innovation Adoption curve
2. If you have an established niche and wish to cross Moore’s Chasm first consider what might be missing from the whole product
3. Segment the early majority in terms in relation to the applications of the whole product
4. Build a promotional plan around the segments and their preferences. Recognising the need for social proof in each instance.
Please do share your experiences with these models in the comments below. I am building a portfolio of small business case studies and would love to include examples of what has worked well for you.
PS – If you need further help then give me a call on 07962 626604 to arrange a Skype session with me.
PPS – This exercise forms part of a series of workshops on Coping with Competition