I’m reading Crossing the Chasm by Geoffrey A. Moore. It was written in the 90’s but is completely relevant now- which really surprised me about a book about technology marketing written before social media.
The book talks about differences between types of customers that tech companies have: innovators, early adopters, early majority, late majority, and laggards.
Each customer grouping has a different set of requirements from the products they use, for example an early adopter is interested in trying out new tech which is a bit raw but may give them a unique advantage or appearance; an early majority is the next step down along the curve, and require the product to be bug free and work well for their needs.
A company’s marketing must be targeted directly at the stage that their customers are at in the life cycle of a tech product. Between each distinct customer group is a chasm which must be carefully navigated to avoid falling into the abyss of marketing messages and product development that only loosely fit a customer segment.
The examples and companies mentioned have incredible parallels with the tech scene today. Netscape is still big and Microsoft only just getting there. I am only a couple of chapters in and fascinates already. The core concept – along with learning about the characteristics of each group and the marketing messages needed to appeal to them- is important to any entrepreneur. I think you can swap in “tech” to any product that changes an industries behaviours.
I recommend a good look at it.