Crossing the Chasm: Reaching True Adoption Means Winning Early Believers

In the early 2000s, a tech startup rolled out a groundbreaking digital video recorder—everyone in the industry said it was a sure bet. The technology wowed critics, the marketing budget was massive, and the leadership was confident. But sales crawled because messaging targeted the 'average consumer,' not the early adopters primed for new tech. Meanwhile, a niche crowd of passionate users raved about the features online, but the company ignored them in favor of broad ad campaigns. When competitors introduced similar devices, the first-mover disappeared in the noise.

Research by Everett Rogers and later Geoffrey Moore crystallized the pattern: every new idea spreads first among a small group who care deeply about innovation or the cause, and only after this core acts as champions do the practical majority follow. Without these first believers, big investments in advertising or discounts can't win lasting support—the movement fizzles.

Whether launching a product, new school policy, or club, focus on winning over the people who 'get it' first. Their energy, stories, and visible example are the bridge to everyone else.

Before you try to pitch your idea to everyone, sketch out who in your audience is likely to love new things—and who tends to wait until a bandwagon forms. Write your message directly to the most enthusiastic, invite them to try it first, and collect their honest feedback or public support. Only then should you ramp up your outreach to the broader group, using stories from your early believers. This way, you won't get stuck spinning your wheels—or spending a fortune—before the idea can truly catch fire.