The 4 Customer Types (and the stories they buy)
Make your bold idea feel less risky.
Customers vary in their appetite for risk, and as an innovator disrupting a market, understanding these preferences is crucial. This concept, known as the 'innovation curve,' helps you tailor stories that resonate with each type of customer.
Here’s a breakdown of customer types and the stories that drive them to buy.
4 Customer Types
Pioneer
Early adopters with a high tolerance for risk, these adrenaline junkies thrive on being first.
- Hopes: Personal and social recognition for leading the way.
- Fears: Paying the "innovator's tax" — the cost of being early.
- Stories: Highlight innovation, impact, and market disruption. Share breakthroughs, prototypes, and the journey to provide the confidence they need to take a leap.
Early Mainstream
Open to new ideas but with lower risk tolerance, they are influential storytellers who sway late adopters.
- Hopes: New, but with proven success.
- Fears: Wasted time on untested ideas or endorsing a flop.
- Stories: Emphasize the advantages of being an early adopter and the risks of waiting. Use social proof from pioneers to reinforce trust.
Late Mainstream
They seek a fully developed, reliable product with clear benefits proven by others.
- Hopes: Ready-to-use, widely endorsed solutions.
- Fears: Routine disruptions or errors.
- Stories: Provide data and testimonials that show your product has succeeded in niche markets and is now primed for mass adoption.
Traditional
Skeptical of innovation, these customers need mainstream validation before committing.
- Hopes: Guaranteed value and ease of use.
- Fears: Being left behind.
- Stories: Showcase widespread adoption, relatable success stories, and examples of how you’ve addressed common concerns.
📈 Where do you see yourself on the innovation curve (Pioneer, Early Mainstream, Late Mainstream, or Traditional)?