How you treat your first few customers is often the difference between success and failure for new technology companies.
I show this video to every Marketing team I lead. Usually in the first week.
Going from the "first lone nut" using your product, to getting product adoption by a crowd of happy customers is an art and a science.
Books like "Crossing the Chasm", the "Tipping Point" and the "Diffusion of Innovations" are a must read for every marketer. They explain the theories and mechanics behind technology marketing to build a new category or a new customer following. "Raving Fans" is another great book.
This video, however, tells the other part of the story. In a few minutes.
It takes guts to be a category creator. It takes courage and perseverance to stick with a great idea and get better and stay excited until other people start to jump in.
See for yourself:
The next customers form the "tipping point". The customers that came before them have taken the biggest risk.
These Stories on Product Marketing
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