Example: When asked, "What do you do?", instead of saying, "I'm a chiropractor," say "I help people find ways to live a more inspiring life." This piques interest and leads to deeper conversations.
Emphasize beliefs over job titles to engage others and create meaningful connections.
Law of Diffusion of Innovations
Populations distribute across a bell curve: innovators, early adopters, early and late majority, and laggards.
Innovators (2.5%): Big idea people (e.g., Richard Branson, Steve Jobs) who are open to new concepts.
Early Adopters: Higher risk tolerance, willing to support ideas that align with their beliefs.
Early and Late Majority: More practical and skeptical; they ask, "What's in it for me?"
Laggards: Participate only when they have no choice.
Strategies for Success
Aim for 15-18% market penetration to reach a tipping point for widespread acceptance.
Instead of focusing on the majority, target early adopters who share your beliefs.
Recognize early adopters by their willingness to engage and understand their higher risk tolerance.
Cultivate relationships with those who resonate with your beliefs. They will advocate for you and promote your work through word-of-mouth.
Practical Application
Decline engagements with those who don't align with your beliefs, even in financially challenging times.
Focus on clients or partners who are excited about your vision and are willing to support it despite imperfections.
Building a network of like-minded believers can lead to growth without substantial marketing expenditures.
Conclusion
By identifying and working with individuals who share your beliefs (starting with "why") and understanding the dynamics of the Law of Diffusion of Innovations, you can create a sustainable and successful practice or business.