You can not buy an idea!
You can’t buy an idea. Instead, people buy things like books, talks, classes, and consulting services. By and large, those buyers don’t measure any actual benefit. When wondering whether they got their money’s worth, they go by feeling and appearance. For early adopters, that can be enough. As people who seek sincerely and vigorously to solve a problem or gain an advantage, they are strongly motivated to find ideas of true value and to make them work. But for the later adopters, their motivation for change isn’t strong. For many, it’s merely to go along with everybody else, or to appear as if they are. Because those later adopters are numerically greater, they’ll be the majority of the market. And unlike early adopters, who tend to be relatively self-sufficient, they will consume more services, making them an even bigger influence. They’ll also tend to be the least sophisticated consumers, the least able to tell the difference between the product they want and the product they need. Putting that together, it suggests that when people want an idea, the most money can be made by selling products that mainly serve to make later adopters look or feel like they’re getting somewhere. Any actual work or discomfort beyond that necessary to improve appearances would be a negative. Bad products and bad ideas could drive out the good ones, resulting in a pure fad. The common perception of the idea would come to be defined by the majority’s behavior and results, burying the original notion. That’s the second chasm: an idea that provides strong benefits to early adopters gets watered down to near-uselessness by mainstream consumers and too-accommodating vendors.