When you are excited about what you have to introduce to the market, you are on your toes to see how others will be eager to start using it.

But life tells us that no matter how creative and edgy they are in some areas of their life, most people are too busy, or too frightened, or too arrogant to listen to our innovative, different offering.

The middle of the market is the middle of the market for a reason. These are the ordinary people (in relation to what we do). They won't take risks to make us happy. They're too busy to prove that we are better. They need to trust us first, to see enough other people buying our product before they dare to make the decision.

There's nothing wrong with that. They might be innovators in other areas of their life. But in some areas, they are just regular, they buy the regular shoes, eat the regular thing for lunch, and yes, they buy the regular competitor of ours, the one they trust, the familiar one, the one in the market for years. 

We are new and innovative. And that's the reason we are "the choice" for the early adopters in this market, not necessarily because we are better. 

At the same time, because we are new and innovative, almost everyone else isn't choosing us. And this is perfectly normal. It takes time to get people to switch. It takes time to build trust.

It's all about "are people like us, do things like this?"

So, the biggest 2 mistakes when you enter a market where you need people to switch or develop a new habit are: 
1. Thinking that it's going to be a wildfire success.
2. Thinking that because it wasn't a wildfire success, you need to change something, add more, do more, be more. To blame yourself.

Instead, be patient.

Wait.

Focus your energy and time on talking with your tiny new tribe, your early adopters who are ready to listen.

Build your brand with them by consistently delivering on your promises to earn their trust.

Let them become your die-hard fans and loudest promoters.

Learn to identify the dip in the curve of your growth and to endure it. Don't give up early.

And when the time comes, the magic of Rogers curve will kick in...

.. An exponential increase in customer base and in sales, but more importantly, in the Trust you gain for your brand...

.. and Trust is the genuine gain that keeps new customers coming .. for years.

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About the author

Passionate about Modern Marketing, Behavioral Economics, cultural shifts, and purposeful communication.
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My story with marketing is one of transformation, switching from the race for interruption to building remarkability, empathy, and humility towards the people who care, earning their trust, and giving them a motive to voluntarily spread the idea to other people like them (The Network Effect). Hence, building a brand that rises above the noise and grows sustainably.
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You, too, can stop feeling overwhelmed with hacks and shortcuts. Here's a chance to join this revolutionary movement. Change the game from desperately hustling to catch up with the competition to a remarkable brand that standouts in tomorrow's world, delivers value that customers choose to pay extra for, and boosts profits sustainably beyond the short-term bursts.