Laggards: The Skeptics
They make up “the last one-sixth of the Technology Adoption Life Cycle [and] do not participate in the hightech
marketplace, except to block purchases.”
They claim “that new systems, for the most part, don’t deliver on the promises that were made at the time of
their purchase.”
They usually attack individual products, so delivering a “whole product solution” is key.
The “primary function of high-tech marketing in relation to skeptics is to neutralize their influence.”