http://reidcurley.com/id41-early-adopters-as-true-believers/#utm_source=feed&utm_medium=feed&utm_campaign=feed The kind of spontaneous publicity that makes people Sat, 20 Feb 2010 05:21:12 +0000 hourly 1 http://wordpress.org/?v=3.0 http://reidcurley.com/id41-early-adopters-as-true-believers/comment-page-1/#comment-13 Tom Corddry Fri, 23 Oct 2009 19:33:34 +0000 http://reidcurley.com/?p=41#comment-13 True believers NEED to have preferences that differ from the mainstream--the reward for being a true believer is a sense of superiority, because one has higher standards, or a more acute and discriminating eye, ear, nose, or palate, or greater insider knowledge--whatever it takes to establish superiority. Companies have made good money catering to true believers, as long as they recognize that they are selling low-volome, high-margin products to the precious few. Sometimes that cachet that comes with success at the high end can be used to build success with differently-branded products, lower-priced and less "excluding" in their design, sold to the broader market. To do this, however, a company needs to avoid being too seduced by the attentions of the true believers, who would rather that they NOT "pander to the masses." True believers NEED to have preferences that differ from the mainstream–the reward for being a true believer is a sense of superiority, because one has higher standards, or a more acute and discriminating eye, ear, nose, or palate, or greater insider knowledge–whatever it takes to establish superiority. Companies have made good money catering to true believers, as long as they recognize that they are selling low-volome, high-margin products to the precious few. Sometimes that cachet that comes with success at the high end can be used to build success with differently-branded products, lower-priced and less “excluding” in their design, sold to the broader market. To do this, however, a company needs to avoid being too seduced by the attentions of the true believers, who would rather that they NOT “pander to the masses.”

]]> http://reidcurley.com/id41-early-adopters-as-true-believers/comment-page-1/#comment-2 Tom Corddry Fri, 23 Oct 2009 13:33:34 +0000 http://reidcurley.com/?p=41#comment-2 True believers NEED to have preferences that differ from the mainstream--the reward for being a true believer is a sense of superiority, because one has higher standards, or a more acute and discriminating eye, ear, nose, or palate, or greater insider knowledge--whatever it takes to establish superiority. Companies have made good money catering to true believers, as long as they recognize that they are selling low-volome, high-margin products to the precious few. Sometimes that cachet that comes with success at the high end can be used to build success with differently-branded products, lower-priced and less "excluding" in their design, sold to the broader market. To do this, however, a company needs to avoid being too seduced by the attentions of the true believers, who would rather that they NOT "pander to the masses." True believers NEED to have preferences that differ from the mainstream–the reward for being a true believer is a sense of superiority, because one has higher standards, or a more acute and discriminating eye, ear, nose, or palate, or greater insider knowledge–whatever it takes to establish superiority. Companies have made good money catering to true believers, as long as they recognize that they are selling low-volome, high-margin products to the precious few. Sometimes that cachet that comes with success at the high end can be used to build success with differently-branded products, lower-priced and less “excluding” in their design, sold to the broader market. To do this, however, a company needs to avoid being too seduced by the attentions of the true believers, who would rather that they NOT “pander to the masses.”

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