y adopters (and dilettantes)
Early adopters bought iPhones in 2008, and have never looked back. After a few pickleball games, they joined a club to purchase the equipment. Then they subscribed to the magazine, bought the bestseller, and read other works by the author.
The dilettante is a person who shows up often and early, but then moves away.
Early adopters and dilettantes both try the new technology, but only one stays through the rough parts to learn from them.
Early adopters are more likely to adopt than the dilettante.
Both are needed for culture
Marketers must be aware of different personas and plan accordingly.
Don’t be surprised when only dilettantes attend if you insist on trial, but do not create conditions for subscription or persistence. It might be enough but we have to select the audience that we want.
