Check out Jakki Mohr's book "Marketing of High-technology Products and Innovations", she expands on Moore's book and gives several strategies for expanding your

Check out Jakki Mohr's book "Marketing of High-technology Products and Innovations", she expands on Moore's book and gives several strategies for expanding your market (some of them are Moore's, like the Bowling Alley/Bowling Pin). Maybe the quote you mention refers to that - the early adopter market might not be the target you want, but you can target them first to get experience and attack more attractive markets later. Personally, I believe that you NEED at least one excited early adopter for any product to succeed. If you can't find any, then you aren't solving a real problem. https://books.google.com.uy/books/about/Marketing_of_High_technology_Products_an.html?id=8LJwaPuuQagC&redir_esc=y https://books.google.com.uy/books/about/Marketing_of_High_te... www.amazon.com/Marketing-High-Technology-Products-Innovations-Edition/dp/0136049966 See also: http://gsl.mit.edu/media/programs/india-bms-summer-2013/materials/select_a_beachhead---trepreneurship_101.pdf http://gsl.mit.edu/media/programs/india-bms-summer-2013/mate...