When I use to explain the spiral of product diffusion ( especially my students of International marketing would recall) , I would invariably emphasis the essence of perception and culture.Because different audience ( people who gonna use your product)would enrol at varying rates. Hence it is a challange for a marketer to predict rate of adoption without taking into consideration the impact technology would have on their product’s usage.
When I was mentoring the marketing team of the world’s leading micro irrigation company to prepare their LRP, I’d bought on the table this example.
Some farmers, for example, are eager to try a new type of drip irrigation device. Some farmers will wait years, or a generation, to try the same thing.
So you need to demonstrate it to convince them. If need be start a sort of campaign that may be inectious enough so each of your target audience is bitten by the innovation bug.
It even happens in daily life, some people go and see a supposedly hit movie in the first week and some are the very last to see it.
What distinguishes these people? It’s worth noting that someone who might be an innovator at work might choose to be a laggard at home.
Just today I had a close to an hour discussion with the top marketing professional of a leading home delivered pharmacy solutions provider company. And on my way out I played in mind what could be the possible resistance encountered by their calling agents –
It turns out that the key is in the way targets (laggards) present themselves with problems. “I have a problem: I don’t have the new cell phone,”
Is it a concern of the Innovator ? Yes it is.
On the other hand, the Early Majority says, “I have a problem, all my friends have a new cell phone and I don’t.”
Note that few say, “The device I have doesn’t have the right features.” That’s because features don’t create problems that we can solve by embracing a new idea or technology. A missing feature might provide some of the narrative of our internal story, but most of all, the story is built around the behavior of those around us.
If you want a population to adopt your innovation, you have to create a problem that is solved by adoption. And that problem is almost always related to, “what about the others?”
By making a constraint beautiful, and seeing it as an opportunity, not a punitive restriction, we should look at it as a stimulus to see a new or better way of achieving our ambition