The first two groups—the Innovators and Early Adopters—are visionaries. They want revolutionary change, something that sets them apart qualitatively from their competitors. They are the people who buy brand-new technology, before it’s been perfected or proved or before the price has come down. They have small companies. They are just starting out. They are willing to take enormous risks. The Early Majority, by contrast, are big companies. They have to worry about any change fitting into their complex arrangement of suppliers and distributors. “If the goal of visionaries is to make a quantum
...more
