Why settle for 'early adopters'?

Argues that there has been too much concentration on targeting `early adopters', and that there is a good case for targeting `innovators' instead.

Why settle for 'early adopters'?

John Carter, Media Solutions, argues that we have concentrated on targeting only 'early adopters' for too long. 'Innovators' are a small but influential group who have more to offer

John Carter

Certain terms and phrases wander through marketers' vocabularies like transvestites through the streets of Soho: banal for those who see them every day, but to the unfamiliar they seem bizarre, frightening, even glamorous. When you first encounter them, you have to adjust, then you get used to them, and at some point you don't notice them anymore. Eventually, you might even feel that the...

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