Adopter Types 36 Adapting Communications Adopter Types help us understand an individual’s willingness to invest in new ideas or new products. Adopter Type Who How to Identify Emphasize Innovators “Explore what’s new” ● Experience bringing new ideas, innovation, or change ● Ability to shape industry/technology Adopt new technology or ideas simply initiatives to an organization. ● Benefits of being be first to market because they are new. Take risks more ● Leaders in new industries. ● Analogies to other industry disruption and the unique benefits readily, venturesome. ● First to adopt and test new technology. innovators gained ● Connections to other innovators Early Adopters “Seek the Leading Edge” ● Publish thought leadership content ● Ability to be thought leader Considered “thought-leaders” in their ● Tend to make more reasoned, data-informed purchase ● Reputation as an early adopter, being ahead of the curve space. Willing to take risks, but more decisions than innovators ● Impact stories of being early to market aled.com risk-averse than innovators. ● Logo on Customer page for new technologies. sk Early Majority “Prefer the market leader” ● Engage with thought-leader content, but are not thought ● Impact stories of early adopters Reasonably risk averse. Want to be sure leaders themselves ● Repeatable success/ROI from multiple customers that resources are spent wisely. ● Above average education and social status Late Majority Want “cheap and easy” ● Put things off for as long as possible, even when know that ● Impact stories of majority Risk averse. Put resources towards tried something is useful and inevitable ● Repeatable success/ROI and tested solutions only. ● Value Late Adopters “Avoid innovation, resist change” ● Not active on LinkedIn (at a profile level). ● Industry standard Value traditional methods of doing ● Often in traditional industries. ● Value things and highly averse to change and ● Company uses antiquated, highly established systems ● Lots of impact stories from other late adopters, industries they risk with little change over time. respect