Here is a visual presentation of my system for creating consumer electronics evangelists.

Please click on this smaller version below for the full-screen version.

Creating Consumer Electronics Evangelists

Some notes:

• Each step must be attained sequentially.
• Companies that have attained the steps on the left are numerous. (For example, many consumer electronics products are excellent, easy-to-use, properly priced, and widely available.)
• Less manufacturers are successful at the steps in the middle and right of the model. (For example, few companies know what their consumers really want, or how consumers think about their devices.)
• Very few companies attain the Word of Mouth step, and I believe only one company (Apple) has attained evangelists.
• It’s possible to attain a middle step without one or more of the previous ones, but it will be almost impossible to progress to creating evangelists. Companies that have attained a middle or left step without the previous ones are stuck there. For example, Microsoft has mainstream consumers, but few of the immediate preceding steps. Microsoft will not progress to evangelists.
• Gravity pulls left. You must innovate and invest to maintain your position.