How to write a compelling value prop for each stage of product adoption:

1. Innovators

• The earliest beta-testers care most about features
• They want to know what you've accomplished technologically
• This group is likely too small to build a business around

2. Early adopters

• This initial user base cares about capabilities
• They want to know what you can do WITH the features
• This group will (ideally) evangelize your product

3. Early majority

• This group cares about benefits
• They want to see the measurable IMPACTS of your product
• In B2B world, this is where testimonials & case studies shine