Rogers Curve

Rogers introduced the concept of the Innovators in his book "Diffusion of Innovation" , published in 1962.

In his curve, he defined five types of customers: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.

While the number of Innovators is small, they play a critical role in influencing Early Adopters.

Geoffrey Moore modified Rogers’ model by introducing one more important element: ‘the chasm’. This concept became known as ‘Moore’s Chasm’. A gap between the early adopters and the rest of the market.

For new technologies or ideas to become adopted by the rest of a community, they must cross this chasm of doubt. While the innovators and early adopters are known for their Courage, the rest are more risk-averse. They are more fearful of failure.

So they need to have a relatively high level of confidence before they will adopt something new. This confidence is provided by the early adopters, colleagues with whom they can self-identify.

It is with the stories that the early adopters tell that the bridge across the chasm is built.

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