The document explores the concept of a Business Abandonment Cycle that is complementary to the well-documented Business Adoption Cycle. It describes key stages in the abandonment process where different types of customers leave an organization, potentially causing it to decline. These stages include "Rhino Birds" (early influencers), the "Angry Herd" (early adopters), a "Chasm" tipping point triggered by media coverage, a period of "Mass Migration" driven by perception, and finally "Trailing One Offs" who reluctantly abandon last. The cycle mirrors the downslope of the adoption curve. Early lessons for organizations are to listen to customers, serve the priorities of the social consumerism herd, and

1. Exploring the Business Abandonment Cycle Dr. CharmayneCullom and Richard S. Cullom 9/24/2011 Ridgetop Information Solutions LLC 1

2. Business Research 9/24/2011 Ridgetop Information Solutions LLC 2 Given that there is a well-documented business adoption cycle, where customers help businesses develop and grow, is there a complementary business abandonment cycle that describes the process where customers leave an organization at a pace and a volume that causes the business to wither and die?

4. Green Movement

5. Social Selling

6. Social Branding

7. Customer Communities

8. Hyper-Accelerated Business Cycle

10. Business Abandonment Cycle C H A S M Mass Migration Rhino Birds Angry Herds Trailing One Offs 9/24/2011 Ridgetop Information Solutions LLC 5

13. First to Complain and Warn Company of issues and problems

14. Believe they made the Company – personal ownership in success

15. Willing to take the Company down on loss of trust9/24/2011 Ridgetop Information Solutions LLC 6

16. Researching Rhino Birds Initial symbiotic relationship with company Receives early offers “beta” testers Starts buzz about company/products Heavy reliance on leading edge communications of social network of the day Provides product improvements guidance as part of relationship 9/24/2011 Ridgetop Information Solutions LLC 7

18. Silent Early Majority

19. Won’t complain publicly

20. Looking to Rhino birds as Influencers and warning of changes both favorable and unfavorable to the herd

21. Unknowingly building numbers9/24/2011 Ridgetop Information Solutions LLC 8

22. Researching the Angry Herd Movement gains momentum with group collective strength Never a leader but a quick study to follow Proud to be a quick decision maker once the route is established by Rhino Birds Learns of much of the information from following social networking communication 9/24/2011 Ridgetop Information Solutions LLC 9

24. Reliable media picks up story and runs with it.

25. The reliable media outlets drive the continued momentum of the herd migration

26. The reliable media validates the claims of the Rhino Birds

27. The Angry Herd becomes vocal as part of the growing movementC H A S M 9/24/2011 Ridgetop Information Solutions LLC 10

28. Researching The Chasm There is a relationship between the rhino birds and reliable media outlets. The tipping point is unique (time, place, organization, industry, culture). The tipping point is hard to predict. 9/24/2011 Ridgetop Information Solutions LLC 11

30. Followers who make the herd bigger

31. The herd is not as angry, but on the move, carried by the momentum of the growing perception reinforced by the herd

32. Momentum and perception are almost impossible to stop, only turn9/24/2011 Ridgetop Information Solutions LLC 12

33. Researching Mass Migrations The joiner doesn’t want to be left out of movement. Sees that the herd is moving and joins so not alone. Obtains much of the information about the movement from reliable media sources as opposed to social networking. 9/24/2011 Ridgetop Information Solutions LLC 13

35. Holding out in case the perception changes

36. Collection of die hards and people who just didn’t notice

37. Often referred to as “laggards” in the adoption cycle.9/24/2011 Ridgetop Information Solutions LLC 14

38. Researching Trailing One Offs Determines from reliable media and word of mouth that now is the time. Joins the group reluctantly as really does not like change but now miserable enough to make the move. Last to join and last to leave! 9/24/2011 Ridgetop Information Solutions LLC 15

39. Business Abandonment Cycle match to the Adoption Cycle The Early Majority upslope of the adoption curve The top of the adoption curve The Early Adopter slope (before crossing the chasm) The downslope of the Late Majority of the adoption curve C H A S M 9/24/2011 Ridgetop Information Solutions LLC 16

40. Opportunity to stop herd momentum Opportunity to save the company Opportunity to stop early migration Opportunity to turn the herd C H A S M Save by Engaging Community Save by Communicating the Vision Survival Mode Discounting Prepare for Sale Branding and Direct Competition (back to the basics) Manage Media Perception & Abandonment Momentum 9/24/2011 Ridgetop Information Solutions LLC 17

41. 9/24/2011 Ridgetop Information Solutions LLC 18 Early Lessons 1. Organizations must LISTEN Just like the Rhino , the organization must listen for the warning from the Rhino birds and respect the communication. Without a true dialog, the organization is doomed. Sensing the approaching build up of the Angry Herd, the organization must address the issues with respect in order to retain the position.

42. 9/24/2011 Ridgetop Information Solutions LLC 19 Early Lessons 2. Organizations must SERVE Social consumerism has forever changed the relationship between organizations and customers. Businesses that fail to recognize the new reality that the herd rules will simply find the herd gone one day. Staying in tune with the herd is key. If the herd is moving, move with the herd, in service of the herd. Great organizations lead by anticipating needs.

43. 9/24/2011 Ridgetop Information Solutions LLC 20 Early Lessons 3. Organizations must RESPECT The social consumerism herd is made up of individuals. Each individual decides to participate in the herd’s activities. Organizations that lose sight of the individual nature of the members of the herd will never truly communicate with the herd. Allowing people to be individual participants in the herd is one of the keys to maintaining the integrity of the organization’s brand.

44. For more information on the Business Abandonment Cycle Dr. CharmayneCullom charcullom@gmail.com Richard S. Cullom rscullom@yahoo.com 9/24/2011 Ridgetop Information Solutions LLC 21