The hardest adoption gap lies between early adopters and the pragmatic mainstream, which buys for different reasons.
Moore's 1991 argument: early adopters buy novelty and tolerate defects; the mainstream buys a complete solution and references. The same product must be sold as two different things.
In practice
- A tool loved by two hundred engineers stalls at the procurement department, which wants support contracts, audit logs and a named account manager.
- An electric car sells to enthusiasts on performance and to everyone else on charging networks, and the two conversations share no vocabulary.
- Further reading
- Wikipedia
- Subject
- Technology & Software
- Essay
- How technologies spread, scale, decay and frighten us