The Idea Diffusion curve highlights the Innovators and early adopters as the ones who are not risk averse when it comes to trying out NEW products

These are ones who love experimenting and whose word of mouth truly matters

Thus a company who creates a new product should first try to impress and attract these two segments.These people by virtue of being subject matter experts spread word of mouth and in turn create loyal customers associated with a brand

All iconic companies have one eye on this curve to serve as a guiding star for customer loyalty

Adopted from Simon Sinek’s Start With Why