Principle #4: Until you break into the mainstream, focus your efforts on a single user group

Note: for the full essay click here. From Essentialism: The Disciplined Pursuit of Less by Gregg McKeown Despite the number of times he repeats the importance of focus in his materials, the number one question Geoffrey Moore gets about crossing the chasm is Can’t we go after more than one target? His answer is unequivocal: “Just … Continue reading Principle #4: Until you break into the mainstream, focus your efforts on a single user group

Principle #3: Focus your efforts on the immediate challenge

Note: for the full essay click here. You must move linearly through the market segments of innovators, then early adopters, then pragmatists, and finally conservatives (see below). If there is new technology involved, “Do not go straight to mass deployment: if you try, you will not pass Go, and you will not collect $200.” Mainstream users (pragmatists … Continue reading Principle #3: Focus your efforts on the immediate challenge

Principle #2: Pair the right products with the right users

Note: for the full essay click here. Your adoption efforts are most effective when you pair the maturity of a technology with the right demographic. You can either bring a product to the relevant group; or pick a group and see what products would be the best fit. Either way, the viewpoint of the segment … Continue reading Principle #2: Pair the right products with the right users

Principle #1: Put relationships first

Note: for the full essay click here. If you build long-term relationships, you will have more influence than any amount of short-term relevance will get you. Bill Henderson, a very influential legal innovator himself, has modelled this rule exceptionally well. One of the foundational articles on his website reminds us that “the change agent is … Continue reading Principle #1: Put relationships first