Sean Murphy offers extensive insights into early adopters, particularly for B2B markets.
Key points include:
Characteristics of Early Adopters:
- They possess a high tolerance for innovation risk and often have backup plans to mitigate potential failures.
- Typically, they are internal change agents or “intrapreneurs” with a history of implementing improvements and are respected within their organizations.
- They are often “positive deviants,” achieving above-average results in challenging environments and seeking tools to amplify their success.
Q: Best Practices For Finding Early Adopters
Motivations for Adoption:
- Early adopters are driven by dissatisfaction with current solutions and are willing to take risks to find better alternatives.
- They are not merely seeking novelty but are motivated by a need to solve pressing problems or improve efficiency.
Q: What Makes a Product Attract Early Adopters?
Identifying Early Adopters:
- Look for individuals who have led prior effective change or innovation efforts within their organizations.
- They often participate in post-project assessments and act on lessons learned, indicating a proactive approach to improvement.
Markers That Startups Can Use to Identify Them
Engaging Early Adopters:
- Act with integrity and focus on creating value in the customer’s business.
- Avoid deceptive practices like fake signup pages or naming outrageous prices, as these can erode trust.
- Offer a “small offer” or partial solution that delivers immediate value, allowing the relationship to build over time.
Q: Best Practices For Finding Early Evangelist
Role in Product Development:
- Early adopters are crucial in validating a Minimum Viable Product (MVP).
- Engaging with them before building an MVP ensures the solution addresses real customer problems and reduces the risk of developing unwanted products. They provide valuable feedback and often influence future development.
An MVP is Finished Only After You Have Early Customers
Understanding these aspects can help startups effectively identify, engage, and collaborate with early adopters to refine their offerings and achieve market success.
Image source: inspired by a model from Geoffrey Moore’s “Crossing the Chasm” that built on earlier work by Ev Rogers in “The Diffusion of Innovation”