Strategy Driven
SEPTEMBER 27, 2013
People are commonly referred to as ‘buyers,’ ‘shoppers,’ ‘payers,’ ‘non-responders,’ ‘early adopters,’ and ‘eyeballs.’ And, in most cases of failure, advertising and marketing efforts aren’t successfully connecting emotionally with consumers.
Harvard Business Review
FEBRUARY 26, 2014
Innovation increasingly blurs technical and marketing distinctions between “ lead users ” and “early adopters.” In other words, managing the behaviors—and misbehaviors—of your innovation’s early adopters/lead user community may determine success far more effectively than managing its initial features and flaws.
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