Catalytic Customers

In every category there exists a cadre of key customers whose experience, preferences, and insights define markets and inform marketing.

These are Catalytic Customers, bellwethers of markets on the rise and on the decline. While their numbers are relatively small, they have a unique mix of traits and behaviors that give their actions a prescient quality. Identifying and understanding your Catalytic Customer enables you to identify and understand the larger markets that follow. When you motivate the Catalytic Customer, you’re creating not just a buyer, but an advocate who will influence not just marketing, but the market itself.