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The Secret to Accelerating Diffusion of Innovation By Chris Maloney

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To Do ListI. Review diffusion of innovation theoryII. Learn the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break the 16% rule

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To Do ListI. Review diffusion of innovation theoryII. Learn the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break the 16% rule

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Two best sellers talk about the same point from different perspectives

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Consumer psychology can help us “cross the chasm” to “the tipping point”

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At 16% switch your marketing strategyfrom generating scarcity to social proof

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To Do ListI. Review diffusion of innovation theoryII. Learn the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break the 16% rule

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Apple uses scarcity of distribution and information. Ever notice how they don’t advertise first generation products?Source: news.com.au

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Facebook created scarcity through Harvard. Google+ used invitation only.Source: geekword.net

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What bar, bottle shop or vending machine wouldn’t stock Japan’s #1 beer?

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In competitive categories, sometimesbeing No.2 is all the social proof you need

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Build social proof into your products. Simple white headphones provided observability for a new innovation.

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To Do ListI. Review diffusion of innovation theoryII. Learn the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break the 16% rule

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Group buying sites build scarcity and social proof at the same time.SocialProof Social Proof Scarcity

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Send out advance copies to drive scarcitythen ask for reviews to drive social proof. Social Proof

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To Done List Reviewed diffusion of innovation theory Learnt the 16% rule Applied the 16% rule to marketing strategy Learnt how to break the 16% rule

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innovateordie.com.au