LATE MAJORITY “CONSERVATIVES” “THE CHASM” INNOVATORS “TECHIES” EARLY EARLY LAGGARDS ADOPTERS MAJORITY “SKEPTICS” “VISIONARIES” “PRAGMATISTS” I’ll give you two examples: The first one is my own #1 New York Times bestselling book, I Hope They Serve Beer in Hell. That book started as emails to my nine friends from law school. The first half of that book is literally cleaned-up emails I sent to my friends. I only cared about making them laugh. It turned out that my friends represented a large group of people, and by making them laugh, I was able to make millions more laugh. Or how about the Tim Ferriss story of how he launched 4HWW at SXSW. He didn’t try to reach every white-collar worker sitting at home watching the news. He started with the tech crowd that would get super excited and actually implement his ideas—the ones who send hundreds of emails per day. They started using his email signature system he described in the book, and the book caught like wildfire. But he started with a microtribe. And he did the same thing with defining his audience that we 70 · ThE SCriBE METhOD