2. Ownership - this is about a psychological bond with a product someone helped design. This involves reviewers, journalists, and customers whose feedback and ideas are incorporated into the product.
3. Matterhorns out of Mountains - this involves making something huge out of something regular by positioning a revolutionary product or service outrageously. This is intended to shock people into recognizing the potential impact of your product or service. It is meant to reduce the ignorance and inertia barriers.
4. Glom onto a Bandwagon - riding a larger force or trend is essential to breaking down ignorance and inertia for everyone. A rising tide floats all dopes. The key is to find bandwagons that are irresistible concepts, such as empowering the disenfranchised (i.e. workers), democratizing anything (i.e. open industry standard), and improving education and literacy.
5. Then Erect Barriers - after you have broken down or lowered the typical barriers to adoption of your product, you should build a cocoon around your customers so the competition can't attack. The goal is to get as close to a segment of clients that they live, die, and stick with you. You need to build an exclusivity barrier protecting your product and service by making sure it is, and is perceived as, the best. Other barriers include Price, Use of Alliance, Intellectual Property, and Internet.
6. Ride the Tornado - Once you break down the barriers and delight many customers, your products will become the safe, nobrainer buy. Demand for the product should go into hypergrowth and grant supply as quickly and efficiently as possible. Once you build an installed base that is bigger than anyone else's, because you can milk an installed base for 10 years, and this is great news!
The only catch is that there are other sharks out there - so think different and innovate again!
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