The CEO slammed down the phone, exasperated. “We just need more customers and investors who GET IT!”

When you’re driving a high-stakes strategy, getting people to come along with you takes work. When they don’t, it can be frustrating.

The problem is that a NEW idea is perceived as risky. People evaluate your strategy– and whether to join you — in light of how they view that risk.

You could call it discerning. Or you may call it stubborn. But it’s human.

That’s what Everett Rogers figured out.

He grew up on a farm in western Iowa. As a student at Iowa State, he worked on new technology to improve corn yields by 20%. The potential to feed millions inspired him.

But when he shared this powerful innovation with local farmers, he got frustrated. His big idea fell on hard soil. Not even his dad was interested!

Even after Rogers persuaded the farmers to see how it worked in one field, it took up to 7 years for them to adopt it for their whole farm!

Rogers was baffled. What makes some people jump on innovation and others seem to wait for years — or lifetimes?

Rogers’ research found that all of us tend to fall into one of five groups when adopting a new idea: innovators (2.5%), early adopters (13.5%) early majority (34%), late majority (34%) and laggards (16%).

Everett Rogers had gotten lost persuading the wrong people with the wrong approach.

To get a new idea off the ground, focusing on innovators is critical. But getting solid market adoption requires a different approach for each group.

Tech innovator Geoffrey Moore took it a step further. He found that getting visionaries ( the innovators and early adopters) to join you is actually the EASIEST step.

The most DIFFICULT step is when you are “crossing the chasm”, trying to get your big idea adopted by those darn pragmatists ( the early and late majority) who see more risk in jumping on your bandwagon.

THE HARD TRUTH: To get people to adopt your new idea, you need to address the needs of EACH group and their own UNIQUE perspective.

WHY DOES THIS MATTER?

When you are driving adoption for a high-stakes strategy: it’s not about YOU. It’s about THEM.

Solving a real problem with a solution that works is table stakes.

But to persuade funders and customers and partners and employees to join you, you must make sure people have what THEY need to say “yes”.

What THEY need will be different, depending on how they see the RISK.

In my work with organizations launching high-stakes strategies, I find leaders easily miss this point.

They can fall in love with their big idea to change the world and are baffled when others don’t “get it”.

I see leaders become impatient and frustrated and even angry when people take too long to make a decision.

I understand. This is hard. It’s high-stakes, and high-stakes is different.

Implementing a high-stakes strategy can be a minefield. You have limited time, limited resources, and severe consequences.

But when you lose your cool, you’re wasting energy and losing momentum. You’re getting lost.

When you get lost on a trip, a “You Are Here” signpost can help to get your bearings.

In driving a new strategy, the same thing is true.

 So, where are you in your Market Adoption Journey?

If you’re getting lost, step back and look for signposts. Consider:

·     If you’re a start-up: Are you staying laser-focused on the innovators and early adopters who are ready to say yes faster?  Or are you wasting your time doing dog-and-pony shows for anybody who will talk to you and has money?

·     If you are scaling: Have you adapted your approach for this stage? Are you ready with data and references and implementation plans and stories and proof points that the pragmatists will need to help them feel comfortable with the risk? Or are you still using the same whizzy pitch deck and demos you used for the visionaries?

All these groups are important! But they need DIFFERENT things from you.

Don’t get LOST trying to convince the wrong people at the wrong time or using the wrong approach.

By realizing where you are in your Market Adoption Journey you can get your bearings and focus on what you need to do NOW.

·     You can TARGET the right groups for the right stage of your strategy.

·     You can be PREPARED to address the unique needs and objections of each group, so they are comfortable saying “yes!”

·     You can FOCUS your energy and fast-track results.

Yes, a high-stakes strategy is different.  But by being clear about where you are in the Market Adoption Journey you can avoid losing your way.

As the signposts say, “You Are HERE!” – and you CAN do this!

I look forward to your thoughts!

–Susan

#leadership #strategy #riskmanagement #innovation #business

This article picks up on an earlier article you might find helpful, “Your Strategy Journey: Do You Know What Stage You Are In?” It’s part of my newsletter series, Driving a New Direction to equip and energize leaders with practical ways to move people forward, whether you’re leading a new strategy (or getting one back on track!).

Subscribe to get notifications of new posts (and updates about my next book about how to fast-track your strategy!) And please don’t be shy about sharing, leaving comments, or dropping me a private note with your own reactions or ideas. I’d love to connect and talk about your own high-stakes strategy and what you’re learning. Susan.schramm@gotomarketimpact.com