We Love This Curve. You Should Too.
Why do we love it?
Because it defines our raison de itre (our purpose of our existence)!
Popularly known as the Technology Adoption Life Cycle, and popularised by the book Innovators’ Dilemma and then further emphasised in the book Crossing the Chasm—this curve defines the stages that any innovative product or technology has to pass through to gain success and even attain super success.
From an innovators’ or a marketers’ perspective it defines the single biggest challenge that any technology or innovation faces–crossing the chasm (large gap) between the early adopters and early majority. Essentially, what it states is that those innovative products or technologies that are able to cross this chasm—gain success, and the rest perish.
How does it relate to EFY?
With our mission being ‘enable informed decisions related to technology’—what we are essentially doing is—enabling innovative products and technologies—move through the initial 3 phases i.e. from innovators to early adopters, and from early adopters to early majority. From there-on—multiple channels abound to take them to subsequent two stages.
How do we do that?
First, by maintaining our focus on a very specific target audience—people who will take (or influence) technology related decisions. And, in 9 out of 10 cases, these happen to be techies.
Second, we start writing about technologies—when they are still at the research stage, or breaking ground in some small region of the world. For example, Electronics For You did a cover story on Open Source Electronics in 2003, while majority of the world came to know about it—only after Arduino became popular around 2010! We kept writing about the phenomenon and helping it grow amongst the innovators and early majority. Similar cases have been with topics such as Satellite TV, Video on Demand, Solar Energy, and many more.
Third, we love to write about innovators and innovations—and we don’t charge for that—directly or indirectly. At times—they even ask us—how much will we have to pay? And, our reply is—you grow, develop a large business, and then come back and advertise with us—if our audience matches your target audience. But, let’s keep the wheels of innovative technologies and products rolling, and keep the innovators excited about breaking new barriers.
There are many more including interviews of technology leaders, etc. But, the most critical factor is the fact that our group’s birth and hence our thinking is deeply shaped by the Do It Yourself philosophy. And, whether it’s food, fashion, technology—one thing that all pundits agree—that most important trends are driven on the shoulders of the passionate DIY community involved in that field.
So, if you’re working on some exciting technology or an innovative product—contact us at [email protected], and we will be super happy to review the same for our publications and websites. Our audiences are always eager to discover new options, try them out, and share their reviews with their peers—often through our media properties themselves.