10
products
and
system
interfaces,
and
the
reliability
of
the
service
they
are
going
to
get.
Pragmatists
tend
to
be ‘vertically’ oriented,
meaning
that
they
communicate
more with others
like themselves within
their own industry than
do technology enthusiasts and early adopters. It is very difficult to break into a
new
industry
selling
to pragmatists.
References
and
relationships
are
very
important.
Pragmatists
will
not
buy
from you
until
you
are
established.
You
need to have earned a reputation for quality and service.
4.
The Tornado is a period of mass-product adoption, when the general
marketplace
switches
over
to
the
new infrastructure
paradigm.
Turn
the
product
into a commodity, expand
the channel distribution as fast as
you can,
gain market share by producing and shipping the goods as quickly and
cheaply as possible and implementing mass marketing strategy.
5. Main
Street,
a
period
of
aftermarket
development,
when
the
base
infrastructure
has
deployed
and
the
goal
now
is
to
flesh
out
its
potential.
Focus on
how
to differentiate your product through
mass customization. Keep
the same channel distribution but put more attention on merchandising.
6.
End
of
Life,
which
can
come
all
too
soon
in
high
tech
because
of the
semiconductor
engine
driving
price
/ performance
to
unheard
of
levels,
enabling
whole
new
paradigms
to
come
to
market
and
supplant
the
leaders
who themselves had only just arrived.
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