Defining the product - audience context
A number of models attempt to map out the relationship among companies, their products, and their target audience. In 1991, Geoffrey Moore suggested one influential model in his book, Crossing the Chasm.
This model helps company and product leadership think about the target audience for their upcoming product by segmenting people according to their attitudes toward a new technology - an important consideration, since technology plays a major role in many products.
The preceding bell-curve diagram depicts the technology-adoption life cycle of a product. The center portion of the curve represents the largest number of potential customers, and their numbers decrease as the curve slopes down left and right. The curve is divided into five portions, each representing one of the following clusters of people:
- Innovators: On the far left of the curve are people who are not afraid of taking risks with products that at the 'bleeding edge', featuring new and sometimes...
