Theory
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Innovators are the first 2% of the population. They are interested in anything new, which they will quickly adopt, especially if it gives them kudos with other innovators.
Diffusion Lifecycle
To maximise the speed at which information about something you have created is spread through a society and is broadly adopted, consider the following checklist.
Adoption Checklist
Diffusion of Innovations - Social Marketing
The basic premise behind this theory is that getting people to adopt a belief or behavior is a process - not a one time action.
By financial measures, Flickr’s sale to Yahoo was not a huge success, at least by VC standards. Rumored to be sold for ~$20M-$30M, the company has certainly made a much larger impact on the Web 2.0 landscape than its valuation would indicate. Regardless of how one views the size of the exit valuation or whether Flickr will prove to be a large, successful business, I still think Flickr makes for an interesting case study.
» Flickr Case Study: Still about tech for exit? - Startup Review