The ‘Technology Adoption Curve’: How to make an impact with the early majority

The pace of innovation has never been faster, and shows no signs of slowing down.

So, what does that mean for today’s founders, inventors, and makers?

It’s a double-edged sword. On the plus side, there’s heightened awareness from investors, buyers and strategic partners. New technology businesses have more opportunities than ever, but also face a tougher fight for attention. With so many smart solutions out there, it’s harder to cut through and even harder to build momentum beyond the early believers.

That’s where understanding how new technology spreads through a market becomes critical. The Technology Adoption Curve (TAC), originally developed by Professor Everett Rogers in the 1960s and later popularised by Geoffrey Moore in Crossing the Chasm, shows how different groups adopt innovation at different times: Innovators, Early Adopters, Early Majority, Late Majority and Laggards.

For product marketers and go-to-market teams, the key question is: what does each audience need to hear, and when?

From believers to buyers

At Luna 9, we’ve worked with tech teams at every stage, from pre-seed to global. But one of the most high-impact phases for product marketing is the leap from early adopters to the early majority.

It’s a pivotal time for scale-ups when your messaging, positioning and story all need to evolve. What worked for your first customers, the ones excited by novelty and vision, may not have the same effect with the next wave. The early majority are more pragmatic: they want to see real outcomes, credible evidence and a product that solves a clear, known problem.

We saw this with WASE, whose first projects with sustainability pioneers paved the way to wider industry adoption once their impact was proven and their story refined. It’s the classic moment where growth can either take off or stall.

How to connect with early majority customers

Here are a few ways to strengthen your product story and go-to-market approach as you move along the curve:

Prove it with your early adopters
Use this group to test your story and make sure it lands. They’ll give honest feedback, and if you get it right, they can become advocates who help influence the wider market.

Show it works
The early majority want proof. Case studies, testimonials and impact data can go a long way in showing that your product delivers real results.

Know who you’re talking to
Not all early majority buyers are the same. Understand their goals, concerns and how they make their decisions, so you can make your message relevant to them.

Make it easy to understand
Never assume people know what you do. Set the scene clearly and explain the value in simple, direct language.

Shift to a more practical tone
As you grow, your tone needs to change. Keep your edge, but focus more on practical benefits and real-world impact.

The Technology Adoption Curve isn’t just theory. It’s a useful guide for tech scale-ups and product marketing teams to adapt messaging, refine go-to-market strategy, and build stories that resonate across the buying journey.

Because even the best product in the world still needs the right story, told to the right people, at the right time.