– By Steve Robins
What Should You Market?
It seems so obvious. If you have a product to sell, you must to market that product. But as it turns out, marketing your product is not always the best way to go.
Depending on the product’s market maturity, you may actually be better off not marketing the product. That’s right, don’t market the product.
Let’s review.
If you’ve read Geoffrey Moore’s Crossing the Chasm, you already know that technology markets move through a bell curve of market adoption, progressing from sales to Innovators and Early Adopters, across The Chasm (we hope) and rising sharply with sales to the Early Majority and Late Majority, and then dropping as only the Laggards remain to purchase the technology.
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