“A great question,” Erik says, standing. “The concepts of Horizons 1, 2, and 3 were popularized by Sensei Dr. Geoffrey Moore, who is most famous for his book Crossing the Chasm, which introduced the customer adoption curve into modern business planning. He observed that customer adoption is a Gaussian distribution curve, naming them the innovators, early adopters, early majority, late majority, and laggards. And yet, as brilliant as this was, I think he will be best-known for the Four Zones, which help us better organize ourselves to win in all Three Horizons.
