The Law of Diffusion of Innovations

Sinek explains the Law of Diffusion of Innovations to highlight how ideas and products spread through society. He categorizes the population into five segments: innovators, early adopters, early majority, late majority, and laggards. For a product or idea to achieve mass-market success, it must first appeal to the early adopters, who are willing to take risks and see the potential in new ideas. By focusing on these early adopters, companies can create a tipping point for broader market adoption.