The 16% Rule: The Secret to Accelerating Diffusion of Innovation

The Secret to Accelerating Diffusion of Innovation By Chris Maloney

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

Two best sellers talk about the same point from different perspectives

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

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

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

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

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

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

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

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

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

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

innovateordie.com.au

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The 16% Rule: The Secret to Accelerating Diffusion of Innovation

by Chris Maloney on Oct 30, 2011

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