During the same number, another attempt is made (4'58''), this time by the early adopter in the khaki t-shirt. He does this with the self-confidence of a true opinion leader. At first he takes over the dance, but he soon adds some somersaults and other variations. Eventually he makes the dance completely his own. With this self-confident performance he removes a significant part of the social risk. The threshold to associate with the dancing guy decreases, certainly when the second follower also joins in. By giving their own touch to the dance, they open the door wide to adoption.
How do you identify the right early adopters to work with on your innovation journey? Two qualities are crucial: assertiveness and pragmatism. Opinion leaders score high on self-confidence within the product category. They invest time and resources in this type of product and feel confident about it.
On the other hand, opinion leaders are also pragmatic. They know well what is going on in their group, and they know how to respond to this by introducing novelties. With the combination of these two characteristics, these opinion leaders make the ideal bridge to the tipping point.
Bouncer: Behold the pragmatism of the early adopter
Did you pay attention? The third follower (in the hongkong cellphone number brown t-shirt) you see popping up at 5'47'' also came on stage four minutes earlier (1'45''). These influencers are clearly pragmatic. Four minutes after he was still making fun of him, he is now fully into the flow . What has changed compared to four minutes ago?
Apparently, the parameters that determine the adoption decision have changed. On the one hand, the context (the atmosphere and the music invite to get more people dancing), on the other hand, the presence of a socially accepted opinion leader (the person in the khaki t-shirt). These are the decisive parameters to jump on the wave at this moment.
Integrate social dynamics into your innovation process
The adoption of a dance or a new product is a social fact. A holistic social mechanism comes into play and ends in this case at a tipping point, which is beautifully illustrated in the video I discuss here.
The film beautifully illustrates the motivations of both the innovator and the opinion leader and their interaction. So, within your innovation trajectory, work together with the right characters at the right time. Stop innovating, start innovating .