The downside of any established market is the friction created when new ways of doing things challenge the comforting traditions that may stretch back for decades. Older, more conservative professionals in any field may fear that an upstart technology will threaten their job security and livelihoods. But more forward‐looking (and often younger) professionals get excited by breakthrough innovation and can't wait to try it out. That's what drives the distinction between early adopters and late adopters, explained so brilliantly in Geoffrey Moore's landmark book, Crossing the Chasm. If you try to
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