Over the next few weeks I'm going to be writing about a phenomenon which we (my colleagues and I) have dubbed "The Rolling Wave."
This wave is a hugely important and influential group of people who are breaking the traditional adoption pattern of new products and new technologies. They are looking beyond product benefits and brand personalities and are making buying decisions -- both consciously and emotionally -- on a whole new set of criteria.
We call them "The Rolling Wave" because they are continually being replenished from the vast sea of consumers and are moving quickly and steadily in one direction.
If you're in the business of marketing a new product, a new technology, or a new brand I think you will find this idea interesting. Stay tuned.
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