Pickup 'Crossing the Chasm' by Geoffrey Moore. You have to initially market to early adopters and then assuming that's successful you make the jump to the 'nor

Pickup 'Crossing the Chasm' by Geoffrey Moore. You have to initially market to early adopters and then assuming that's successful you make the jump to the 'normals' by graduating your marketing strategy. It's a simple concept that many companies fail to implement.