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In the past few months, I’ve spoken with over a dozen startup founders. My goal is to understand their struggles with scaling after they’ve found early traction. In other words, they’ve gone from zero to one, but now what are they experiencing as they go from one to ten?
My conversations uncovered a pattern that unfortunately too many companies are blind to, and it is the cause of plateaued growth. In a nutshell, they are mistaking early adopters for widespread adopters. It’s a simple mistake with massive implications.
Early vs. Widespread Adopters
There is a common misconception about who early adopters are. They are people with pain so acute that they have gone looking for a solution. They’re willing to be vocal. They’re also extremely long-suffering. In other words, they are great at telling us exactly what they want and are willing to put up with a lot of garbage to get it.
Widespread adopters are different. Their pain is less intense, so they’re willing to wait. They already have a “good enough” solution, and before they switch, they want to be certain the new solution — your solution — is better and more reliable than the alternatives. Widespread adopters are also far less forgiving and vocal, which means if your product isn’t just right, they’ll churn, and you’ll never know why.
The Problem with Early Adopters
Lest you think I’m anti-early adopter, I just want to be clear that early adopters are a vital part of your business’s development. Without them, you never get early traction. However, as companies are bridging the gap between early market traction and widespread adoption, early adopters can become a stumbling block in two very important ways.
First, if companies assume early adopters are their widespread adopters, they will think their minimum viable product that has traction with early adopters is a product/market fit. When they do, they throw all available resources to sales and ma... Read More
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