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"Extreme Consumers" and the Diffusion Curve

May 11

Written by: Myra Norton
5/11/2010 12:34 PM


This HBR article made me think about Everett Rogers’ classic diffusion curve.  It seems to me that the “extreme consumers” described by the authors are probably at the far left of this curve – innovators.  It’s no wonder they make brands (and probably other consumers) a little uncomfortable.  Innovators have no fear – they wake up with 1000 ideas every day and are in love with every one of them.  I would suggest that one way to think about leveraging the passion of these consumers around a brand is to connect then to Opinion Leaders who can help “translate” their chaotic passion to the rest of the population.  Just a thought….

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