TMC Vocabulary
Compiled by Chris Halliwell, TMC Director
Guerrilla Strategy
Guerrilla Strategy is appropriate for competitors with small relative share in a market dominated by larger share owners. The key to success with Guerrilla Strategy is the discipline to focus on customer or segment targets that are high growth, but small enough to defend. All effective guerrilla marketing and sales tactics are stealth - non public - even after dominant share has been taken in the target market. The best Guerrilla Strategy competitors cede ground when confronted with an all out attack from the dominant players, conserving resources to return as larger players lose their focus.
Innovators
Innovators represent those 1-3% of individuals or organizations in a Community who are the most venturesome, and are first to try an innovation or new technology. This all-encompassing interest in new ideas actually isolates Innovators from peer networks. While Innovators are a tight clique among themselves, they do not communicate frequently with other, later adopters, in the Community. Innovators are rash, technically savvy risk-takers more than astute business people, enthusiastic about technical innovation simply for its own sake.
Laggards
As the most conservative and isolated individuals or organizations, Laggards are the last 15% of the Community to embrace an innovation. Laggards possess few technical resources and do not allocate resources to change of any sort. They value and protect the past, feeling no pressure to attribute value to technology for its own sake. Laggards inspire suppliers to cloak technology in familiarity to the point of making it completely transparent, virtually risk-free and demanding no purchase or use cost premium of any kind.
