This presentation I put together summarizes thoughts from Marty Cagan's book Inspired and an interview with Jeff Bonforte. It touches on subjects on user adoption based on emotional grouping.

1. User Adoption
A Primer in Emotions
by Bora Celik

2. Technology Adoption Lifecycle

3. Summarizing the thoughts of
Marty Cagan, Geoffrey Moore and Jeff Bonforte

4. "The adoption or acceptance of a new
product or innovation, according to the
demographic and psychological
characteristics of defined adopter groups"

5. Diffusion of Innovation

6. User Groups
Innovators * Early Adopters * Early Majority
Late Majority * Laggards

7. Innovators
Larger capital, more educated, more
prosperous and more risk-oriented

8. Early Adopters
Younger, more educated, tend to be
community leaders

9. Early Majority
Conservative but open to new ideas, active
in community and influence to neighbors

10. Late Majority
Older, less educated, fairly conservative and
less socially active

11. Laggards
Very conservative, small capital, oldest and
least educated

12. The Most Difficult Step
Transition between visionaries (early
adopters) and pragmatists (early majority)

13. This transition gap is called
The Chasm

15. A Layer of Analysis on Top
by Jeff Bonforte / Yahoo

16. The Emotional Adoption
Lovers * Irrationals * Efficients * Laughers
Comfortables

17. Lovers
Innovators

18. Techies who buy because technology is cool

19. Solving technical problems = fun

20. But...
Different needs than larger population

21. Hence...
Dangerous to us!

22. Irrationals
Early Adopters

23. Feel same emotions as general population

24. But
with more intensity

25. They buy to address their emotional needs

26. Good news...

27. Ordinary people who feel the subdued
versions of the same emotions
will be motivated to buy

28. Efficients
Early Majority

29. Will adopt when tech becomes practical

30. More pragmatic
about benefits vs costs

31. Laughers
Late Majority

32. Same emotions
but muted

33. Won’t deal with any grief to get benefits

34. Comfortables
Laggards

35. The 15% that want the benefits

36. But
It has to be dead simple and convenient

37. So they can make the move

38. Tremendous power in
Irrationals

39. Lovers and Irrationals
may come in at the same time

40. But
Lovers are the worst possible people for us

41. Why?
Because they mislead us 100% of the way

42. Prius

43. Lovers buy it
because they like the battery technology

44. Irrationals buy it
because they care about the environment

45. People that obsess over your product
because they like the battery technology
don't buy your product for the same reasons
anyone else does...
but Irrationals do

46. Irrationals exaggerate
the value they get from our product

47. Irrationals can teach us
the value of our product all the way

48. Lovers are unconcerned
with the core solution

49. they're more concerned with the technology

50. We shouldn’t look at
age groups

51. We should look at
emotional groups

52. We should look for
anger, exasperation, frustration, loneliness,
insecurity, fear, anger

53. We need the Irrationals
to slingshot our business into Efficients and
the Laughers

54. Focusing on Anger
Angry people dictate the future of tech

55. Removing anger
from one’s life = Delight

56. We should solve
The most miserable things people deal with
every day

57. We should focus not on
technology

58. But instead on
People's core needs and emotions