How do Users Influence Innovation?

Lead users can significantly improve the performance of a new product and play a stronger role in creating new uses for it. Early adopters provide a critical mass of users, enabling a product to stand a higher chance of success, and can influence the early majority users to adopt the product. Brand advocates can spread positive comments and increase the long-term success of innovation, but negative comments can have an even stronger impact. It is essential for innovators to engage with users at various levels to understand what they are doing with their current products, to recruit them to the product as soon as possible after launch, and to encourage them to spread positive comments widely.