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Customers of
Innovative Products
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To explore
customer needs and wants, examine external
market and competitive trends, ascertain
potential needs and wants of each
customer segment and character type,
identify problems that customer cite, observe
people to discover their unrealized needs. |
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5
Types of Customers
of Radically Innovative Products, Services and
Technologies
Enthusiasts (or Innovators; make up
approximately 1% of all buyers): are willing
purchase radically new products, services or
technology just as it comes available and before
anybody else.
Visionaries (or Early Adopters; make up
approximately 10% of all buyers): purchase new
technology before most companies, but only after
there are references available from other users.
Pragmatists (or Early Majority, make up
approximately 50% of all buyers): want to see
well-established references before buying
something radically new or investing
substantially in new technology.
Conservatives (or Late Majority): purchase
technology only after it has been on the market
for a while and thus tested and accompanied by
good support.
Skeptics (or Laggards): don't purchase
innovative solutions if they can help it.
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Enthusiast
Customers are those who purchase a
revolutionary product just as it comes
available and before anybody else.
In marketing
of radically innovative products, enthusiast
customers are like icebreakers who pave the
way for followers. |
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Icebreaking Marketing |
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"Most teachings
about life, leadership, entrepreneurship,
business, strategy, and innovation work well in
life, but only until big challenges arise along
the way. In such cases,
super gamification comes to the rescue,
helping to successfully overcome big
challenges."
~
Vadim Kotelnikov |
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Deep Motivators of Consumers
Successful
value innovators delve into consumers’
subconscious values and “deep motivators” to
create the most meaningful experiences,
solutions, products, services, and business
models.
"Be a student.
Listen to your customers. Customers can
provide a much-needed perspective on products
you may be too invested in to evaluate
objectively," advises
Michael Dell. |
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Break Down the Barriers
"The way life should work is
that innovative products are
easy to sell. Dream on. Life
isn't fair. Indeed, the more
innovative, the more barriers
the status quo will erect in
your way. Entrepreneurs should
understand this upfront and not
get flustered when market
acceptance comes slowly. I've
found that the best way to break
barriers is enable people to
test drive your innovation:
download your software, take
home your hardware, whatever it
takes," writes Guy Kawasaki, the
author of The Art of
Innovation: 9 Truths.
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Customer
Engagement ▪
Woodscrew
Marketing |
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Do Continuous
Customer Research
If you want to
develop a new product or service, exploratory market and customer
research should be an essential and continuous component of the process. It
provides the foundation and platform for effective
idea generation and
creativity management.
Customer research
"describes
customer or consumer needs, wants, gripes, complaints, and
→
problems that
each have about the performance of a certain activity, function, process,
life event, or product. This research, prior to idea generation, provides
the basis for setting up a
→
problem-solving mindset towards idea generation,"
says Thomas D. Kuczmarski, the author of
Managing New Products.
>>>
Create a Niche for Your
Business
To
→
compete with other businesses nowadays you
need something unique that nobody else can copy. You must create a niche for
your business to
stand out
from the competition.
|
A niche is something that makes your business different from
your competitors and
positions is prominently...
More
Venture Marketer
Before you can be effective in
marketing
your product to targeted end-users, you should
market the company itself.
Learn how to make a
presentation that inspires change.
Be a great
story teller...
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