Sterling Proffer

Humans are unique because we compete when it isn’t necessary. We could reason our way to more sustainable processes, but we use our intelligence to outsmart each other. We compete for fun, for ego.

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.

Search engines, social networks, content platforms, publications with influence, word of mouth—none of them work unless people engage and amplify. That “amplification” looks very different from channel to channel, of course. In word of mouth, it’s literally whether someone talks or types about you. With publications, it’s whether their editor(s)... See more

Solving for your adjacent user is not short term thinking; it is this disciplined sequential execution that will enable your longer-term roadmap and faster growth.

Just at least consider that the place where you are wrong might be the most fertile ground for connecting with and receiving others. And in a beautiful twist, being soft in your rightness, as opposed to smashing people with your brilliance, can open others up to whatever wisdom you’ve accumulated.