{"id":949,"date":"2013-04-19T10:02:00","date_gmt":"2013-04-19T10:02:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2013\/04\/19\/el-poder-de-las-minorias\/"},"modified":"2013-04-19T10:02:00","modified_gmt":"2013-04-19T10:02:00","slug":"el-poder-de-las-minorias","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/el-poder-de-las-minorias\/","title":{"rendered":"The power of minorities"},"content":{"rendered":"


<\/span><\/p>\n

Creating a new product or brand and not failing in the attempt is certainly difficult these days. Gone are the years of economic prosperity and consumer appetite when being advertised on television was practically enough to guarantee a certain market share. The current situation is very different: an economic context of crisis with a very high unemployment rate and consumers who, in addition to having an income barely sufficient to make ends meet, are trained to avoid all advertising stimuli. With this panorama, it takes a lot of courage to go out into the market to attract customers. Fortunately, there are still those who are willing to navigate turbulent waters.<\/o:p><\/span><\/div>\n

<\/span><\/div>\n
A priori, the safest strategy might seem to be the one that covers the largest number of potential customers. A product that is not too atypical, capable of fitting into the largest possible number of homes. An ordinary product combined with a persuasive marketing campaign. Don't risk too much, play it safe.<\/o:p><\/span>

<\/span>Seth Godin has a completely opposite view and explains it very well in his book \u201cThe Purple Cow\u201d. To do this, he uses Moore\u2019s curve of diffusion of ideas. It shows how new products or ideas spread through the population. It is a process that goes from left to right and, before a product is consumed by the early and lagging majority (the majority of the population), it must have been adopted by innovators and early adopters.<\/span><\/span>

<\/span><\/span><\/p>\n
<\/a><\/div>\n


<\/span><\/span>
<\/span><\/span>
<\/span><\/span>It is very tempting to skip the left side of the curve and go straight to the middle. To focus all efforts on seducing the two largest groups and ignore the minorities at the extremes. It even seems the most sensible, the least risky. According to Seth Godin, the opposite is much safer: "in many markets the value of a group is independent of its size: it depends on its influence." The precocious and lagging majority is satisfied with its usual products, does not like having to adapt to new developments, clings to what it has and does not pay attention to market developments. It would be a waste to invest in advertising and marketing to seduce a segment of the market that will not even listen to us.<\/span><\/span>

<\/span><\/span>The alternative is to attract the attention of innovators and early adopters with truly novel products. They will listen to us, as long as what we have to say is interesting. They are people who like change, are eager to see what's coming out on the market and actively seek out information about the latest trends. Only when we have conquered the left side of the curve will it really be possible to reach the central and majority. And it will be the innovators and early adopters who would be responsible for spreading the word about our product or brand, since they have a great influence on the rest of the curve. They would proclaim the benefits and wonders of our product and it will be just as easy or easier for them to spread the word if our product has advantages that are easy to explain and easily demonstrable.<\/span><\/span>

<\/span>NIt is not about products for the vast majority or large advertising investments. If we try to please everyone, the only thing we will achieve is to go unnoticed. We must look for market niches and adapt the offer so that a certain target feels identified and gets involved with our product and its dissemination. It is about designing different, novel and attractive products that attract the attention of those who are really interested in change. And also equipping them with characteristics that, beyond being advantageous with respect to what currently exists, are easy to explain and transmit to third-party consumers who a priori are not willing to adopt any novelty. Products that give rise to commentary, that can come up spontaneously in any conversation, that people are willing to share their benefits openly on Facebook or that can be trending topics on Twitter.<\/span><\/span><\/div>\n


<\/span><\/div>\n


<\/span>Raul Hidalga<\/span><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

Creating a new product or brand and not failing in the attempt is certainly complicated these days. Gone are the days of economic prosperity and consumer appetite, when a television advertisement was practically enough to guarantee a certain market share. The current situation is quite different: a context [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nEl poder de las minor\u00edas -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/el-poder-de-las-minorias\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El poder de las minor\u00edas -\" \/>\n<meta property=\"og:description\" content=\"Crear un nuevo producto o marca y no perecer en el intento, hoy en d\u00eda, resulta ciertamente complicado. Atr\u00e1s quedaron esos a\u00f1os de bonanza econ\u00f3mica y ese apetito consumista en los que con salir anunciado por televisi\u00f3n era pr\u00e1cticamente suficiente para garantizar una cierta cuota de mercado. La actual situaci\u00f3n es bien distinta: un contexto […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/en\/el-poder-de-las-minorias\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2013-04-19T10:02:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/2.bp.blogspot.com\/-RN11EhDfC7Q\/UXESpc3GIeI\/AAAAAAAAAMM\/xWYW_od0Dcs\/s400\/raul.jpg\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/\",\"url\":\"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/\",\"name\":\"El poder de las minor\u00edas -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2013-04-19T10:02:00+00:00\",\"dateModified\":\"2013-04-19T10:02:00+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"El poder de las minor\u00edas\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/en\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"El poder de las minor\u00edas -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/en\/el-poder-de-las-minorias\/","og_locale":"en_GB","og_type":"article","og_title":"El poder de las minor\u00edas -","og_description":"Crear un nuevo producto o marca y no perecer en el intento, hoy en d\u00eda, resulta ciertamente complicado. Atr\u00e1s quedaron esos a\u00f1os de bonanza econ\u00f3mica y ese apetito consumista en los que con salir anunciado por televisi\u00f3n era pr\u00e1cticamente suficiente para garantizar una cierta cuota de mercado. La actual situaci\u00f3n es bien distinta: un contexto […]","og_url":"https:\/\/hamilton.global\/en\/el-poder-de-las-minorias\/","og_site_name":"Hamilton","article_published_time":"2013-04-19T10:02:00+00:00","og_image":[{"url":"http:\/\/2.bp.blogspot.com\/-RN11EhDfC7Q\/UXESpc3GIeI\/AAAAAAAAAMM\/xWYW_od0Dcs\/s400\/raul.jpg"}],"author":"Jorge Teixeira","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Jorge Teixeira","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/","url":"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/","name":"El poder de las minor\u00edas -","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2013-04-19T10:02:00+00:00","dateModified":"2013-04-19T10:02:00+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28"},"breadcrumb":{"@id":"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/hamilton.global\/es\/el-poder-de-las-minorias\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hamilton.global\/"},{"@type":"ListItem","position":2,"name":"El poder de las minor\u00edas"}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","caption":"Jorge Teixeira"},"url":"https:\/\/hamilton.global\/en\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/949"}],"collection":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/comments?post=949"}],"version-history":[{"count":0,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/949\/revisions"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/media?parent=949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/categories?post=949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/tags?post=949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}