Early Adopters Get Why

How to motivate early adopters.

Early Adopters Get Why
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The law of diffusion of innovation by Geoffrey Moore claims that marketing to early adopters is categorically different than mainstream marketing. To recruit our first audience, we must lean into our "start with why" messaging.
[Early adopters] are the people who stood in line for 6 hours to buy an iPhone when they first came out, when you could have just walked into the store the next week and bought one off the shelf.
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People who queue at midnight for an iPhone, a Harry Potter release, or a Taylor Swift concert aren't there for the product alone. It'd be far easier to wait a few days. Their purchase is *rooted* in personal values and identity.
Geoffrey Moore's law of diffusion of innovation ex...
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Early adopters are willing to take risks. Mainstream buyers need validation from others. So if you're going to build an audience, your first and most important challenge is finding those intrepid souls who believe what you believe.
Who exactly would resonate with your "why message"? Which early adopters have values and identities like your own?
> People don't buy what you do, they buy why you do it. And if you talk about what you believe, you will attract those who believe what you believe. Do you talk with others? Do you evangelize your own beliefs? When's your next opportunity to do so?

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Simon Sinek Collection