What has the “Idea Diffusion Curve” to do with “Customer Loyalty”?

The Idea Diffusion Curve popularized by Everett Rogers is a bell curve with the following characteristics:

  1. First 2-3% towards the left consists of “Innovators
  2. Next 14% consists of “Early Adopters
  3. Next 34% consists of “Early Majority
  4. Next 34% consists of “Late Majority
  5. Finally the 16% consists of “Laggards

Innovators and Early Adopters are those who are willing to experiment with new products.These are people who are regarded as experts in their respective industry and their “word of mouth” leads to convincing the “early majority” as well as the “late majority”.

The “late majority” & “laggards” are highly rational people who think a lot before experimenting with a product.

So in order for a company’s product to become revolutionary they should always target the “innovators” , “early adopters” who are loyal towards a product and are honest enough to spread the “word of mouth” to the masses.

The right side of the curve consisting of “late majority” & “laggards” are never loyal and shift based on situation and needs.

Thus the “Idea Diffusion Curve” gives a fair enough idea with respect to influencing “Customer Loyalty”

Adopted from Simon Sinek’s book Start With Why


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