High-tech inventiveness and marketing expertise are two cornerstones of the US strategy for global competitiveness. We will never have the lowest cost of labor or raw materials, so we must continue to exploit advantages further down the value chain.
To be specific, the point of greatest peril in the development of a high-tech market lies in making the transition from an early market dominated by a few visionary customers to a mainstream market dominated by a large block of customers who are predominantly pragmatists in orientation.
Every truly innovative high-tech product starts out as a fad, becoming the early market. The rest of the world watches to see if anything can be made of this; that is the chasm. If a value proposition is discovered —then a new mainstream market forms, typically with a rapidity that allows its initial leaders to become very, very successful.
One of the most important lessons of crossing the chasm is achieving immense company unity during the crossing period. This is a time when one should forgo the quest for eccentric marketing genius, in favor of achieving an informed consensus among normal people.
This is the model for understanding the acceptance of new products. Based on your answer:
Change-sensitive products are called discontinuous innovations. The contrasting term continuous innovations refers to the normal upgrading of products. (i.e. Original iPhone was discontinuous, and iPhone 13 is continuous)
This segment pursues new technology products aggressively. They sometimes seek them out even before a formal marketing program has been launched.
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