How to work with early adopters:
• Offer strong face-to-face support for a limited number of early adopters to trial the
new idea.
• Study the trials carefully to discover how to make the idea more convenient, low cost and marketable.
• Reward their egos e.g. with media coverage.
• Promote them as fashion leaders (beginning with the cultish end of the media market).
• Recruit and train some as peer educators.
• Maintain relationships with regular feedback.