In Crossing the Chasm, author Geoffrey Moore exposed the crucial time gap that exists between how visionary customers buy versus how the majority of potential customers, pragmatists and then conservatives, decide to adopt. While the disruptive nature of technology-based innovation has evolved significantly in the almost three decades since, things don’t seem to have changed much in terms of human adoption behavior. In fact, in today’s extraordinarily competitive market for SaaS / cloud products and services and other technology innovations, it’s even more crucial to understand the difference and adjust your strategy accordingly.
I’ve lost count of the number of new and established companies that promote their new “platforms” aggressively to prospects, customers, and third-party developers. Most often the initial reaction is muted, because no one knows whether or not they could or should use a platform until they’ve seen it in action, being leveraged to solve actual business or personal problems. So how should platform marketers proceed?