Demand Horizon: Chapter Seven by Gerry Campbell
=> Key takeaway (page 121)…
“There’s one more warning sign that is really interesting, but it is also very hard to spot, initially. It’s when your customers have become increasingly inflexible. What that means is that as you release new or updated products, they are less and less likely to be adopted. Your customers have become rigid.
That means the people who are experimenting and actively trying new things—the ones who are vital for growth—are going somewhere else. You’re left with the customers who, to borrow a phrase from Crossing the Chasm, are laggards.”
I would like to note that this works both ways, somewhat. That is, as you’re developing a product early adopters who are the most vocal in giving you ideas and feedback might not be the sweet spot of the market. You could be very well over-focused on niche needs that won’t be as appealing to others as you scale up and out. So it’s not just a question of listening to customers, but listening to and being in tune with the right customers.