This document uses a metaphor of surfing to illustrate how people adopt new technology. It describes three types of surfers - short boarders who catch waves early, long boarders who enjoy waves longer, and skim boarders who wait for waves to finish. It analogizes these to early adopters, mainstream users, and late adopters of technology. The document also notes how wave conditions like terrain, currents, winds and underwater features affect the surfing experience, similar to how external factors influence technology adoption.

1. WE’RE ALL SURFERS
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GAME CHANGER (FISSURE) INDUSTRY LANDSCAPE (TERRAIN)

2. WE’RE ALL SURFERS
We wanted to illustrate how people adopt technology, so we went to the beach.
There, we saw big waves and surfing them were three main kinds of surfers.

3. WE’RE ALL SURFERS
The Short Boarder, ready to catch the wave as it takes shape.
Heʼs in the water all day and he will not miss it.
Heʼs as fast to ride it as he is to leave it for a new one.
Heʼs the one who will let other surfers know
whether the coming wave is worth riding or not.

4. WE’RE ALL SURFERS
Closer to the beach are the Long Boarders, who represent the majority of the surfers.
They prefer to wait a little bit more and enjoy the wave as it smoothes;
they like to surf it for a longer time, and only when a better one comes,
then theyʼll slowly get out of the old one to test the new wave.

5. WE’RE ALL SURFERS
On the beach, are the Skim Boarders.
These guys are a bit skeptical about high waters, sharks, and currents, but they do like to surf.
So what they do is wait for the wave to almost finish its run, and when it is on the foreshore they ride it.
They donʼt care much about the weather report because whatever the weather,
theyʼll wait for some short and long boarder to ride the wave first, and then decide.

6. WE’RE ALL SURFERS
What really made us think though were the different kinds of waves.
In some beaches there were tall, long waves; while in others, the waves were smaller, and closer one to the other.
We realized that depending on the terrain, different shapes would form.
Also, the presence of a stronger current was a dominant factor, as well as potential fissures on the bottom.
CURRENT
FISSURE TERRAIN

7. WE’RE ALL SURFERS
WIND As we were about to leave the beach,
we passed by the weather report flag, and there we figured out one last thing.
Depending on the strength and direction of the wind, the impact on the wave would change;
the stronger the impact on the wave, the quicker the reaction of the flag,
the more the eyes looking at the ocean.
CURRENT
FISSURE TERRAIN

8. WE’RE ALL SURFERS
WIND By the time we left, this is the picture we had in our mind.
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9. WE’RE ALL SURFERS
And thatʼs how we translated it into advertising terms.
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GAME CHANGER (FISSURE) INDUSTRY LANDSCAPE (TERRAIN)