Most entrepreneurs are familiar with the idea that a great product or service doesn’t always guarantee immediate success . That’s because the way people adopt innovation follows a pattern — a principle known as the Law of Diffusion of Innovation . It’s a framework that has been around since the 1960s, but it’s more relevant than ever in today’s hyper-competitive business environment.

Having launched businesses in digital PR, luxury tourism and brand-building, I’ve seen firsthand how this law plays out and how ignoring it can lead to frustration and wasted resources. Here’s what every founder needs to understand.

1. Adoption happens in segments

The Law of Diffusion tells us that customers adopt innovation in five groups: innovators (2.5%), early adopters (13.5%), early majority (34

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