What Really Drives Early Adoption

Would Kelly Clarkson’s album have the same success if it was introduced 10 years ago? How about 20 years ago? Probably not. In fact, it may have been considered too progressive (i.e. alternative) during that time. That's not to say it wouldn't have been a success - just not in the eyes of consumers with more mainstream tastes. Which is interesting and brings me to my point – do progressive tastes influence mainstream product offerings over time. For example, (and since we're on the topic of music) consider Metallica. I can recall their early years (Fade to Black is still one of my favorite albums). They were considered progressive. As they picked up more and more fans, there music style evolved – almost to satisfy the tastes of a more main-stream consumer. Still recognizable, but less progressive (i.e. metal).

Now let’s consider a different twist. How do progressive tastes influence the development of product offerings for businesses? Perhaps this is what we commonly refer to as “early adopters.” But do we really understand the behaviors of early adopters? What makes a business seek early adoption of new product offering? Is it associated to the drivers and challenges specific to the industry the buyer is in – such as business and technology driven. But these drivers can’t be uncommon with other competing firms in the same industry – so does early adoption simply amount to desire – desire to seek competitive advantage before their competition.

We could discuss this for hours, but the point I’m trying to get as is that we may not really know (as well as we think we do) the kinds of behaviors that drives early adoption. Knowing this can help influence new product direction, and in fact accelerate the adoption curve.

What do you all think? Or am I totally out there – and should consider a career change?

Comments

[Earl in Kansas]

In this context you should consider that product proliferation in the market is detemined by three typres of consumer: those with a network / those with influence / those with early insight.

Kelly Clarkson is not a great example. But who would have predicted that the spice girls would be so popular. They are ugly and can't hold a tune - but they are all very rich now. Lets do the math on that one.