In the book “Crossing the Chasm“, marketer Geoffrey Moore proposed that there is a specific challenge in moving innovations from the early adopters (technology enthusiasts and visionaries) out into the broader community – particularly in engaging the early majority ( who are pragmatists). Many innovations never make it across “the chasm” into the broader population, regardless of their potential value.
If you’re in the sustainability game, you may well be on the early adoption side of the chasm. You’re there because you’re fascinated by what’s possible and motivated by concern for the future. However, it’s important to realise that you’re in the minority – only around 15% of the world is with you. The other 85% are differently motivated and care about different things. Continue reading