Don’t Chase the Masses—Target Influential Early Adopters and Let Ideas Spread

There’s a reason most viral games, trends, or products don’t start with a big ad campaign—they start with a core group that cares a lot. Behavioral science calls this the ‘diffusion of innovation’ curve, showing that everything from skateboards to apps first wins over innovators and early adopters, who then convince the larger group. These pioneers aren’t just the first to try new things; they’re the loudest, most credible messengers.

For example, if you try to convince everyone in school to join a club, most ignore you. But if the handful who are known for trying new things get excited and spread the word, curiosity grows nearby. The trick isn’t convincing the reluctant majority but making it easy for the enthusiasts to show off what they’ve found. This principle is echoed in countless real-world launches, from niche beauty brands to the new ‘golden kiwi’ fruit, which started in just a few Latino grocery aisles and spread out. When you target the tip of the curve and give those people tools to share, your idea can jump to the mainstream almost on its own.

Start by narrowing your aim—pick out the handful of people who are already obsessed or deeply interested in what you want to create or share. Design something just for them, putting their concerns and dreams at the center, and forget about making it for everyone else—at least for now. Then, hand those superfans something that helps them spread the word: maybe it’s a memorable story, a cool sample, or insider knowledge. Watch if they naturally talk about it, and be ready to support their enthusiasm with real attention. That’s how big things start from a small spark.