The job of the marketer is to make something so remarkable that this tiny group of adopters can’t stop telling their peers. They’re the ones that get the word out, not you. This phenomenon has been clear for decades, and yet people keep looking for a shortcut. A shortcut to change the entire system. A shortcut to promote an idea to every human and explain why the new way is better. A shortcut to get picked. Your idea might be rejected because it’s not better. But it’s probably going to be rejected because it’s new.
