Interestingly (and probably somewhat obviously), this lines up very well with Moore's Crossing the Chasm. The company in the example assumed that their innovato

Interestingly (and probably somewhat obviously), this lines up very well with Moore's Crossing the Chasm. The company in the example assumed that their innovators (the friends/family and references of board members) would be representative of their early adopters, and possibly even the early majority. It seems to me that they fell into the crack between innovators and early adopters, without even reaching the chasm.