Innovators vs. Laggards

Innovators vs. Laggards

By Scott Sambucci | November 13, 2019

“As a startup, you’re looking for “innovators” and “early adopters” as your first customers — companies and executives actively seeking new ideas and technology to solve their business problems because of one of the following reasons.

  1. Existing vendors in the market are old, outdated, or unable to adapt their products to solve an emerging or changing business problem.
  2. An executive wants to replace manual processes or “Swiss Army knife solutions” currently used to solve the problem.
  3. The business problem is new, and there are few vendors or products available to solve this emerging problem.

Meanwhile avoid the “laggards” — companies that are resistant to working with startups or new solutions because of cultural, process, or risk management reasons. This is the reason the ‘which’ and the ‘who’ questions of the Q Framework are important as you are targeting your market. You must make sure that you find a way to find and engage with the buyer types in your target market who are more likely to consider and adopt new technology.”

[Excerpt from my new book — “Stop Hustling, Start Scaling.”]

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