“Weed spray” mailbag

List member Roger sent an example of an Innovator partnering with an Opinion Leader. He references this previous email.

To make today’s email easy to read, I’ll copy 2 things from my previous article on Innovators and Opinion Leaders. First, this section that Roger references in his email, and then the diagram:

If I wanted to introduce a new kind of soft drink to the market, there are three ways I could go about that project:

  1. Drive around to all the places in my area that sell soft drinks, and have individual conversations with each store owner, and try to convince them to allocate some of their limited shelf space to this new product the market has never heard of and then deal with getting it off their shelves if it doesn’t sell, etc, etc.
  2. Figure out who already distributes soft drinks to the places in my area that sell soft drinks, and convince them to carry my product on a trial basis.
  3. Set up my own stores and sell just my soft drink there.
- Experiential marketing learning for independent consultants

Here’s Roger’s email:

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That diagram is genius!

I will go back to my favorite example of Presidential candidate, Andrew Yang. He is both Innovator and Opinion Leader.

However, he did/does not have a large distribution network.

So, he took down his store, and poured his resources into a near-0 innovative store, called “Joe Biden.” The goal is that ANY movement past 0 is good! In the meantime, Andrew Yang is also now building up his Opinion Leader position (well into its third year), as well as his own new distribution network (https://movehumanityforward.com/).

I think he understood how long it takes for even an Opinion Leader to move an idea into market-adoption, and numbers 1 and 3 are too costly and inefficient compared to number 2.

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Thanks for this really useful example, Roger, of how new ideas need distribution.

-P

Two online experiential learning workshops this October: