The law of diffusion of innovation

How to make your idea spread? How to make your product reach the mass? There is a theory called “The law of diffusion of innovation”. You may have heard about it before. The law said there are 5 groups of people – innovators, early adopters, early majority, late majority, and laggards.

The first group, innovators, accounts for only 2.5% of the population. Early adopters account for about 13.5%. The last 3 groups account for 84%. There is a little gap between the early adopters and the early majority as Geoffrey Moore calls “crossing the chasm”. That is your tipping point.

What does it mean? It means that if you want your idea to spread, you first have to ignore the early and the late majority. These 2 groups will not try anything new until someone else tries it first. You have to aim at the early adopters. They are willing to try something new and if they like your idea, it will tip.

This simple law should be a basis in your marketing strategy.


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