If there’s one marketing model every high-tech marketing manager should know, it’s the Technology Adoption Life Cycle (TALC). The TALC is the paradigm that describes their prospects mindsets your sales staff is likely to encounter as they market your products and services. And it all begins with the technologists themselves: the Innovators.
Innovators are the first market youre likely to encounter when marketing high technology products and services. These are the people highlighted in the far left-hand side of the curve you see above. They love to be the first ones to jump on a new technology. And for good reason: theyre technologists, themselves.
These technology enthusiasts sometimes go by other names. Things like techie, computer-nerd, or propeller-head. Theyll appreciate your technology product simply because its cool. Oh, and if it happens to have an advantage over what theyre using now, so much the better.
As Geoffrey Moore says in his landmark book, Crossing The Chasm,
They [Innovators] will forgive your ghastly documentation, horrendously slow performance, ludicrous omissions in functionality, and bizzarely obtuse methods of...
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