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Every innovative product faces the same daunting challenge: how to gain traction in the marketplace before mainstream customers are ready to embrace it.
The gap between creating a promising innovation and achieving widespread adoption represents a perilous journey that many products fail to complete.
At the heart of this challenge lies the critical need to identify and engage early adopters-those special customers who can propel your product from concept to commercial success.
While many businesses focus their marketing efforts on reaching the widest possible audience, the path to sustainable growth often begins with a much narrower target: finding the right early adopters who will champion your product when others won’t take the risk.
