The Horizons Tracker

AUGUST 2, 2021

In 1962 Everett Rogers famously described the journey innovations go on as they travel from obscurity to mass market success and through to obsolescence. It’s a process that remains largely observed to this day and being able to spot where an innovation is on the lifecycle is pretty valuable. Spreading change.

Innovation 128

Innovation IPO Mass Marketing Early Adopters 128

Leading Blog

DECEMBER 12, 2022

Early adopters and mainstream customers have different needs, and both need to be tested. Crowdfunding campaigns may demonstrate a product’s appeal to product category enthusiasts, but they don’t provide data on mass-market demand. How much innovation is too much? False Positives.

Early Adopters 204

Early Adopters Entrepreneur Mass Marketing Marketing 204

Harvard Business Review

JANUARY 3, 2024

Norway, and other Scandinavian nations were early adopters of EVs, and Germany and Japan have long been automotive powerhouses, their EV markets have lagged in mass market adoption compared to China. What can companies looking to scale up their innovations learn from their approach? While the U.S.,

Marketing 19

Marketing Mass Marketing Early Adopters Automotive 19

Harvard Business Review

DECEMBER 2, 2010

As a result, it's extremely difficult to sell innovation to this consumer. A promise from a marketer is meaningless, because the marketer isn't part of the town, the marketer will move away, the marketer is, of course, a liar. Mass market acceptance is rare. Your penchant for risk is close to zero.

Marketing 14

Marketing Mass Marketing Early Adopters Venture Capitalist 14

Harvard Business Review

SEPTEMBER 16, 2015

That half-hour kept Tesla and others from selling much beyond the early adopters and true believers. And that strategy is so stunning that it may revolutionize ground transportation and, if the company can pull it off, make Tesla one of the most valuable corporations in the world. Let me explain.

Strategy 8

Strategy Mass Marketing Franchising Early Adopters 8