Everett Rogers famously identified that technology innovations tend to follow a bell curve distribution of adoption. He labels the first group of people to adopt a new technology, “Innovators.” The next group are considered “Early Adopters.” And so on. Let’s use this model to identify different customers your business may have. Innovators: These are the people who are your customers before you even have a business. They believe in your idea itself and they want to be a part of it. What you should do One of the best things to do is to learn from them. Get their insight on your business idea. Have them try out samples and test things out on them. Early Adopters: These are some of your first customers who first heard about you and really believe in your product or service. These aren’t just friends and family. But the people who simply discovered you and loves what you do. What you should do Cater to them. If they love you, they’ll spread the word. Their endorsement is worth ten times the amount of one-off sales. Early Majority: They say this is where you’ll likely get the largest portion of your customers. They understand your value proposition and were drawn to you because of it. What you should do Focus on them. This is your sweet spot. By appealing to them, you should be able to also reach out beyond them. Just be careful not to lose what made you unique in the first place. It’s a slippery slope, trying to reach the masses. Maintain who you are, but also adapt to their needs. Late Majority: They have come to you because everyone else says you’re good. They’re followers, but paying followers. What you should do Watch them. They are your window on your competition. They’re not really that loyal to your company necessary. They’re just there because they’ve heard you’re the best in what you do. If someone else comes out with something better, they’ll be the first to leave you. Keep a keen vigilance over them. Laggards: They buy from you because you happen to have what they need at a given point in time, but have zero loyalty. What you should do Don’t worry about them. Don’t provide a lower level of service. But you also don’t have to try to please their every little need. If they leave, it gives you more time to devote to customers that matter.