There are five types of customers: the innovators, early adopters, early majority, late majority, and laggards.
Early adopters are those with a pressing problem that your solution can address. But at the beginning, you'll need lots of experimentation. Not all of them allow you the leeway for trial-and-error.
And if you build your pool of early adopters with an enduring, impactful vision, they stick with you longer, and this is the kind of early adopter you want.
Early Adopters and Their Pressing Problem
According to Sinek, the Innovators and Early Adopters are fundamentally different from the majority. They are comfortable making intuitive, gut-based decisions. Their "pressing problem" isn't just a functional one; it's a desire to be part of something new that aligns with their own beliefs and worldview. They don't buy what you do; they buy why you do it. They want to be the first to have a product that says something about who they are.
The Need for Leeway and Experimentation
This is precisely why starting with 'Why' is so effective. A new product or service often requires significant experimentation and may not be perfect at the start. Sinek points out that the majority of customers (the Early and Late Majority) are more pragmatic and won't buy a product that is buggy or unproven.
However, the Early Adopters are different. Because they are buying into your vision and your 'Why', they are far more willing to tolerate imperfections. They will queue for hours for an iPhone, even if it has flaws, because it's a statement of their identity. They bought early flat-screen TVs that were expensive and had technical issues because they believed in the future that technology represented. They grant you the leeway for trial-and-error because their purchase is an act of belief in your cause.
Building a Loyal Following with an Enduring Vision
Sinek argues that if you want to attract the kind of early adopter who will stick with you, you cannot simply market the features of your product (the 'What'). You must build your pool of early adopters by clearly communicating an enduring, impactful vision—your 'Why'.
When you articulate your purpose, you attract customers who share your beliefs. This creates a bond of loyalty that transcends the product itself. These early adopters become evangelists. Their visible support and enthusiasm create the social proof that the more cautious Early Majority needs to feel safe trying your product. By securing this loyal base through your vision, you can successfully "cross the chasm" and achieve lasting success.