Although their personal motives are quitedifferent, they are united by their drive to be the first, thetechies desiring to explore and the visionaries desiring to exploitthe new capability. No one else in the Technology Adoption LifeCycle has any interest in being first, as you can see from theremaining profiles:3. Earþ Majority = Pragmalfsfs. These people make the bulkof all technology infrastructure purchases. They do not lovetechnology for its own sake, so are different from thetechies, whom they are careful, nonetheless, to employ'Moreover, they believe in evolution not revolution, so theyare not visionaries, either-indeed they shy away fromthem. Instead, they are interested in making their compa-nies, systems work effectively. so they are neutral abouttechnology and look to adopt innovations only afLer aproven track record of useful productivity improvement'including strong references from people they trust'Pragmatists are the PeoPlemost likely to be in charge of acompany's mission-critical systems.They know this infras-tmcture is only marginally stable,and they are carefulprotect it from novel intrusions. As such, they provetough nut to crack when the time comes for them towrite shifting to the new Paradigm.to be
ley tend to lovenew innovation,earþ market.Each visionaryone else wouldbegin to overtaxprise. Sooner ordifferent kind ofLt everybodY elsevisionaries makemotives are quitebe the first, thedesiring to exPloitogy AdoPtion Lifecan see from therple make the bulk;. TheY do not lovelifferent from theheless, to emPloY'revolution, so theYy shy awaY fromúing their comPa-are neutral aboutfions onlY after aivitY imProvement'uheY trust.o be in charge oF a:v know this inflras-,h"Y ur" careful tot, theY Prove rc b3 as for them to under'CROSSING THE CHASM_AND BEYOND 17when they finally do make this shift, pragmatists prefer tobuy from the market ieader for two reasons. First, everyoneelse in the market makes their products work with theleader's, so while the leader's product may not be the bestone, systems built upon it are going to be the most reliable.Second, the market leader attracts many third-party compa_nies into its aftermarket, so that even when the reader is notresponsive to customer requests, the marketplace as a wholeis. As a result, pragmatists have determined that customersof market-leading vendors get a better overall value from themarket.4. Late Majority = Conservatìves. These customers are pes-simistic about their ability to gain any varue from technoi-ogy investments and undertake them only under duress_typically because the remaining alternative is to ret the restof the world pass them by. They are very price-sensitive,highly skeptical, and very demanding. Rarely do rheirdemands get met, in part because they are unwiiling to payfor any extra services, all of which only reconfirms theirsour views of high tech.