Most industries innovate from both ends:

• The outsiders go first because they have nothing to lose.
• The winners go next because they can afford to and they want to stay winners.
• It’s the mediocre middle that sits and waits and watches.

The mediocre record companies, mediocre A&R guys and the mediocre acts are struggling to stay in place. They’re nervous that it all might fall apart. So they wait. They wait for ‘proof’ that this new idea is going to work, or at least won’t prove fatal. (It’s the impulse to wait that made them mediocre in the first place, of course).

I think this applies to marketing products & services as well. Source.

Related Posts:

1. Marketers are like VC’s
2. Word of mouth – how to get it?
3. The best marketing is none at all