Sterling Proffer

Until you recognize that they are adjacent users and commit to helping them, they will remain adjacent. They aren’t going to get there on their own. You have to be passionate about them and learn to view the product from their eyes. If you don’t focus on them, growth slows and your cohorts decay.

The Adjacent Users are aware of a product and possibly tried using the it, but are not able to successfully become an engaged user. This is typically because the current product positioning or experience has too many barriers to adoption for them.

What artists really need, writes Amy Whitaker in Art Thinking, “is not to be paid to make the things they already know how to make, but to somehow find space inside their financials to play and take risks to develop the next thing.”

There’s a growing body of evidence that suggests new artists who are enjoying success are emerging from scenes they participate in or are creating around themselves.