The High-Tech Marketing Model
“The way to develop a high-tech market is to work the curve left to right, focusing first on the innovators, growing
that market, then moving on to the early majority, growing that market, and so on… In this effort, companies must use
each ‘captured’ group as a reference base for going on to market to the next group. Thus, the endorsement of
innovators becomes an important tool for developing a credible pitch to the early adopters, that of the early adopters to
the early majority, and so on.”