Ep21: Crossing the Chasm & Technology Adoption Psychology

In 'The Moral Animal', Robert Wright delves into the world of evolutionary psychology to explain human behavior, emotions, and moral conduct. The book uses Charles Darwin's life and personal conduct in Victorian England as a case study to illustrate how evolutionary forces shape human behavior. Wright discusses topics such as jealousy, altruism, and social class, arguing that many of our actions are driven by subconscious genetic strategies aimed at survival and the propagation of our genes. The book also explores the paradox of how moral and responsible actions can emerge from a strictly Darwinian interpretation of human behavior, suggesting that understanding our evolutionary past can help us override our primitive programming and develop a more common moral outlook.

In *Diffusion of Innovations*, Everett M. Rogers explores the process by which new ideas, practices, or products are adopted by individuals and societies. The book outlines a five-stage decision-making process—knowledge, persuasion, decision, implementation, and confirmation—and categorizes adopters into innovators, early adopters, early majority, late majority, and laggards. It is a foundational text in understanding the spread of innovations across various fields, including marketing, public health, and communication.

In 'Crossing the Chasm', Geoffrey A. Moore explores the Technology Adoption Life Cycle, which includes innovators, early adopters, early majority, late majority, and laggards. He highlights the significant gap or 'chasm' between early adopters and the early majority, where early adopters are willing to sacrifice for the advantage of being first, while the early majority waits for evidence of productivity improvements. The book provides strategies for narrowing this chasm, including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, and selecting the most appropriate distribution channels and pricing. The third edition includes new examples, strategies for digital marketing, and connections to Moore's subsequent works like 'Inside the Tornado'.