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« Squid soup, part II: Inertia and White food | Main | Squidoo update »

Squid soup, part I: The Myth of the Product Adoption Lifecycle

One of the most important ideas in business writing is certainly Geoff Moore’s Crossing the Chasm. In it, he talks about the bell curve that indicates how any population will respond to a new technology.(Espen Andersen points out that the real source is the Diffusion of Innovations, by Rogers. My apologies to Everett).

Bellcurve2The little green tail on the left represent the few, the brave, the innovators. These are the geeks and the nerds that love new stuff. The black segment next to it are the early adopters (not adapters, that means something else) that embrace new ideas that help them do the rest of their lives more productively. The next group picks up new ideas a little more slowly (these are the folks who bought an iPod last year) and the next group completes the mass market (these are the ones that will buy an iPod next year). The last group are the laggards and they still have a record player.

One of the giant insights of the new marketing is that the only way to introduce a new idea is to move across the curve. Sell to the little tail, they tell the next group, which passes the word on to the mass market. That’s why the little tiny green tail is so valuable... these are the people who are listening, these are the people who will become your marketing force.

So, where’s the myth?

The myth is that marketers think these people actually care.

People don’t care, certainly not about marketers.

The vast majority of new products never show up anywhere on this curve. A new restaurant opens in Manhattan and the foodies don’t materialize. A new consulting practice, based on a challenging and proven idea, opens up but leading edge companies never become clients. A fresh new face decides to run for city council but the political junkies don’t sign her petition.

The truth is that for most ideas, for most markets, nothing happens at all.

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Listed below are links to weblogs that reference Squid soup, part I: The Myth of the Product Adoption Lifecycle:

» Seth Godin on Marketing from PicoBusiness
Three posts from Seth Godin about marketing, amusingly (and somewhat misleadingly) titled Squid Soup Part 1 Part 2 Part 3 The important points you should take away: Marketing is cheaper these days than ever before Just becaus... [Read More]

» Acceptance of new ideas from Square Peg Foundation
the whole idea behind Square Pegs is a bit new for most people, and getting people to accept new ideas, or even small changes to their old ideas, is hard. People don't pay attention and even when they do, they resist change. [Read More]

» Acceptance of new ideas from Square Peg Foundation
the whole idea behind Square Pegs is a bit new for most people, and getting people to accept new ideas, or even small changes to their old ideas, is hard. People don't pay attention and even when they do, they resist change. [Read More]

» Blog adoption cycle : We're just starting from LexBlog Blog
Where are we at in the adoption life cycle of blogs? Very, very early. One of the more important concepts in marketing a technology product comes from Geoff Moores Crossing the Chasm. Moore used the bell curve to indicates how... [Read More]

» Squid soup, part I: The Myth of the Product Adoption Lifecycle from 行雲會 (SMEC) 部落格
行銷人是大騙子!作者: 賽斯.高汀在他的部落格提到產品採用的生命週期(The Myth of the Product Adoption Lifecycle),供各位參考。... [Read More]

» Squid soup, part I: The Myth of the Product Adoption Lifecycle from 行雲會 (SMEC) 部落格
行銷人是大騙子!作者: 賽斯.高汀在他的部落格提到產品採用的生命週期(The Myth of the Product Adoption Lifecycle),供各位參考。... [Read More]

» Seth's Blog: Squid soup, part I: The Myth of the Product Adoption Lifecycle from expound.com
In Seth Godin's blog a recent posting (Seth's Blog: Squid soup, part I: The Myth of the Product Adoption Lifecycle) asserts, The truth is that for most ideas, for most markets, nothing happens at all. How grim and true. But [Read More]

» Seth's Blog: Squid soup, part I: The Myth of the Product Adoption Lifecycle from expound.com
In Seth Godin's blog a recent posting (Seth's Blog: Squid soup, part I: The Myth of the Product Adoption Lifecycle) asserts, The truth is that for most ideas, for most markets, nothing happens at all. How grim and true. But [Read More]

» Seth's Blog: Squid soup, part I: The Myth of the Product Adoption Lifecycle from expound.com
In Seth Godin's blog a recent posting (Seth's Blog: Squid soup, part I: The Myth of the Product Adoption Lifecycle) asserts, The truth is that for most ideas, for most markets, nothing happens at all. How grim and true. But [Read More]

» The end of mass marketing - do we really know it? from kenjimori.com
Making your product (or, service,)edgy is the only one key success factor. The rest will probably take care of itself. I personally think Seth Godin nails what all the marketing scholars have long missed tpo point out. I mean the marketing scho... [Read More]

» New product adoption Part 1: Is there still a chasm? from Sparks Thought
In Seth’s recent posts he explains the new product adoption lifecycle and explores how much traditional marketing has power over it. Some commenter’s seem to think that Seth is trying to contend the adoption cycle all together. I whole heartedl... [Read More]

« Squid soup, part II: Inertia and White food | Main | Squidoo update »