The key is to focus in on the values and concerns of the pragmatists, not the visionaries. It helps to start with the right conceptual model—in this case, the Competitive Positioning Compass. That model is designed to create a value profile of target customers anywhere in the Technology Adoption Life Cycle, identify what to them would appear to be the most reasonable competitive set, develop comparative rankings within that set on the value attributes with the highest ranking in their profile, and then build our positioning strategy development around those comparative rankings.
