Do Your Customers Actually Want a “Smart” Version of Your Product?
Harvard Business Review
AUGUST 8, 2017
Analysts at Ericsson, for example, have shaved 20 billion off their early estimates. We began selling this new smart fan option and had several thousand excited early adopters. We were also a little too smitten with our technology, and assumed it would immediately appeal to the “early majority” – who as described in E.M. Rogers’ classic Diffusion of Innovation Theory – buy products en masse after the “early adopters.”
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