Digital Book Production: The Demands of On Demand

In "Crossing the Chasm," Geoffrey Moore described the stark difference in behavior and preferences among technology innovators and early adopters—about 16 percent of the population—contrasted with those of the remaining majority.1 Companies that don't account for these differences often fail, even when the technology itself thrives. Novelty and scarcity appeal strongly to the 16 percent, but for the remaining 84 percent of any given market the drivers are based on social proof. Conforming to what others see as a successful path may not be sexy, but it is the way viable technology use gets past the so-called tipping point in the business world.