Early Adopters Innovation Mass Marketing Positioning 
Leading Blog
DECEMBER 12, 2022
More than two-thirds of them never deliver a positive return to investors. False Positives. 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.
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.
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