My adrenaline rush comes from working with early adopters.
Early adopters are the audience where I find the most satisfaction in the work I do.
They are the ones with the vision of what might become.
They are committed to an idea.
They see forward.
They like to go first.
They look at the big picture.
They are the "chasm" coined by Geoffrey Moore in his classic book Crossing The Chasm.
The chasm, or gap, if you would, is the larger group of people on the other side of the early adopters who are eager to get involved once the idea is proven and successful.
Seth Godin says the early adopters ask, "is it new?"
The "early majority," those on the other side of the chasm, ask, "did it work?" or "what is everyone else doing?"
As a marketer and business owner, I've learned how the chasm is crossed.
It's not done with exceptional marketing --- though it helps.
It's not done with fancy sales funnels or calls-to-action --- though they matter.
The chasm is crossed by delighting the early adopters.
Early adopters spread the word when they see it work.
However, not everyone goes first, only a few, but enough.
People don't show up just because you launch.
They show up when they are ready.
It's my job to help the early adopters see a show worthy of their attention.
There are lots of hurdles.
There are strong winds.
There are land mines and detours to avoid to cross the chasm.
We must persevere.
Be ready to pivot when necessary.
Continue to innovate.
In other words, we must work the idea to make the idea work.
Story Behind The Photo
Top Photo: I recently took this photo with my iPhone from my hotel room in downtown Dallas. This is the restored original Pegasus from 1934, known as the Flying Red Horse. This eye-catching landmark icon appeared along the top of the Magnolia Oil company in downtown Dallas. When you looked at the city skyline, it is what caught your eye.
As a young boy, I recall my Mom telling me that the Pegasus was there when she was a kid and thinking, boy, she's old! I better not hear anything from my son! LOL!
Click here if you would like to learn more about the cool story of the Flying Red Horse.
Jeff's Must Reads
Crossing The Chasm - by Geoffrey A. Moore, While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in what they ultimately want. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.
The Innovator's Dilemma - by Clayton M. Christensen, This book is a classic! Mark Cuban, billionaire investor and owner of the Dallas Mavericks says this is one of seven books he recommends entrepreneurs and business owners read. I couldn't agree more. My hard book copy has dog ears and yellow highlights throughout the book. My electronic version is the same.
If you feel like you don’t have the complete picture of what your business should look like or you have a business or marketing problem that you need a solution for, then a consultation with Jeff Payne is what you need.