Last Saturday, I went with my mom to change her 3-year-old Samsung for an iPhone 12.

I was the one influencing her purchase.

✅ Mainstream needs to validate tech purchases by known local buyers. They don’t like to be the first.

I recommended my mom to go to the Apple Store (specialist)…

…she picked to go to a well-known big retailer (generalist).

✅ Familiar channels are a must when competing in the mainstream.

I asked her why she wanted to go to the big retailer instead of Apple Store.

I observed.

Rather than buying an insolated core product (Iphone), she was buying a whole product that the big retailer was offering:

• Flexible and free financial services

• Migration from android to IOS

• Free insurance packs

• Transactional & generalist conversation

• The Iphone

She decided on safety and low risk over product specialization (Apple Store).

✅ Build differentiation and reduce risk perception with a whole product to jump into the mainstream and achieve exponential growth.

What intangibles are you building to differentiate your offering?

How are you adapting your GoToMarket to reach + sell to the next wave of adopters?

✅ Your tech-business + product should be dynamic and be adapted to the technology adoption lifecycle stage of your market-cagegory to achieve sustainable growth.

This is a consumer story, but it works the same way to for tech products/services in B2B.

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