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Early Advocates versus Early Adopters: Background on the BPMA November Event
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By Tench Forbes

Published October 31, 2013

Abstract: This post provides some background on the BPMA November Event: Why Early Advocates Are 10x More Important Than Early Adopters to New Products. Presenter Brian Gladstein, CEO of Explorics, will talk about how today’s product managers must cultivate early advocates, a special type of early adopter.

Category: Product Design & Development & Launch


The November Event will continue the BPMA’s theme on new methods for more successful product development. Brian Gladstein, CEO of Explorics, will discuss the differences between early adopters and early advocates, and how to cultivate the latter.

For a discussion on the benefit of using this special kind of early adopter, please see Devon George’s Blog posting Advocates, "Heroes” and Early Adopters in the Product Marketing Cycle. In this post, he provides some analysis and reference material on how early adopters help companies acquire more customers.

For a detailed, academic review of early adopters and how to manage them in a formal product development program, please see Kimberly Mager’s White Paper, Launching an Early Adopter Program for Your Product. This provides analysis of all aspects of such a program. With this information, you should be able to gain full advantage of this informative event.

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