Two playing fields.
Companies have the option of targeting two markets.
a) Mainstream. The name of the game is “aim for the middle of the belly”.
b) Early adopters. They are the ones who are ready to buck the mainstream and try something entirely new. Products that get accepted amongst this group of people are “cool”, they stand a great chance of becoming mainstream.
In the course that they do become mainstream they now have to battle with staying cool. Mainstream is not cool, and cool is not mainstream. The challenge of the cool is to become mainstream with staying cool.
Think Microsoft in its early days.
Think Apple nowadays.
Think Chabad in the early days.
Think Chabad as it becomes more and more mainstream.
