Innovation: Why Marketers must Focus on the Imitators
David Rankin
A combination of factors — awareness, access and affordability among them – means few consumers can ever be considered true innovators. 'True' meaning that they require only external stimulus (good old- fashioned advertising and promotion), with no further reinforcement or recommendation, to make the decision to buy. Further, since no money actually changes hands – therefore there is no decision to buy – we should exclude people who take up free trial offers or taste tests from such true innovators.
Far more of us – typically five to 20 times...