Here’s a real life illustration of what Geoffrey Moore wrote about in his book “Crossing the Chasm”. Although it was written almost 2 decades ago, the principles that explain why some products become mainstream while others fizzle are sound.

Here’s a dude who seemed a little radical, perhaps eccentric at first (could also be classified as innovative in marketing circles). But then people began to groove on what he was selling. They began to buy into his “product” because it filled a void they hadn’t realized existed. In this case we’re talking about dancing, self expression – does your product or brand aspire to meet the unarticulated needs of its’ users?

Is the momentum of that which you’re creating — as the song says — “unstoppable”?

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