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![]() In other words, to fill the gap between visionaries and pragmatists. Moore’s point is that the key to scaling up a product to the mass market is to move from the first initial group (Innovators and Early Adopters) to Early Majority. The model was extended by Geoffrey Moore in his cult book Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers. For instance, a laggard may only use a smart bulb when it is the only remaining bulb type on the shelf. Next, comes the Early Majority, the Late Majority, and the last group to eventually adopt a product, the Laggards. Technology Adoption Lifecycle theory claims that the first people to use a new product are the “Innovators”, followed by “Early Adopters”. □ Fun Fact: The theory wasn’t new, its roots are in 1920-1930 when some sociologists tried to understand how new farming technologies and ideas were spreading across farmers in the midwestern United States. Grave Memorial is the last stage of any product when the category dies and walks in peace in the place where all the greatest humanity’s inventions are ending sooner or later – a place where it would be in good company, surrounded by swords and fancy carriages, steam engines and crinoline skirts, DVDs and Walkmans, or the flat Earth concept (uhm, well…)ĭecades before Gartner, in 1962, Everett Rogers, professor of rural sociology, published Diffusion of Innovations, a theory that seeks to explain how, why, and at what rate new ideas and technologies spread. But the lifecycle is not complete, as it misses the end-of-life phase. Gartner’s model is an amazing tool, following social perception along the product life cycle. □ Tip: Gartner’s Hype Cycle maps only the expectations, not market penetration, and not user adoption.
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