Crossing the Chasm – Look for a Niche in a Lot of Pain

Ev Rogers' seminal book, "Diffusion of Innovation" describes how people adopt innovations, e.g. new technology. He assumed a normal distribution of risk aversion. Geoffrey Moore's insight was the chasm:  the early majority is not influenced by early adopters, they want the comforts of an established market. Human nature is risk averse: most of [...]