Target Enthusiasts and Early
If you create an
value innovation that brings about a
start by winning a few
enthusiast users over, and they will
promote your innovative solution via
buzz marketing, word of
mouth and advocacy.
Excite the prospects.
tell a great story – eye-opening, emotional and
entertaining. Lead the prospect's imagination to a place
where they are inspired to use your radical innovation.
Eliminate barriers to trials
and inspire enthusiasts to try your
product. Provide them with great content for
and buzz marketing. Having earned testimonials from
enthusiasts, enthuse a larger number of early adopters.
Build a vibrant community of enthusiasts and early adopters
who will lead others by example.
Provide Bridges from the
Boring Present to an Exciting Future
Be familiar and new, obvious
and surprising at the same time. Don’t fall into the trap of
‘radically new’ at the expense of habitual.
prototypes, have the right cues in place so that people know
what it is without your having to explain it. Then add stuff
to differentiate or evolve your innovation.
Example: Innompic Games – New
Games for the New World
Established millenniums ago,
Olympic Games help great athletes shine, but modern world is
driven by creative and
innovative people, not warriors. It
needs also new intellectual Games. Innompic Games is