In this module, we explore who we should design “better” experiences for. You might assume the answer is your Core Patient Group (CPG). That’s only partially correct. Within your CPG, once the group is large enough to be statistically meaningful, you get a normal distribution of behavior—specifically, how quickly people adopt new behaviors.

Even when everyone shares the same BSP, they still fall into three groups:

1. Early Adopters (~16%)

2. Mainstream (~68%)

3. Late Adopters (~16%)

This distribution applies to almost any human behavior, including adopting new ideas, trying new services, or choosing a new version of dentistry.

Each segment has a distinct psychography:

1. Early Adopters

   • Risk-takers

   • Hypervigilant for “better”

   • Seek status and novelty

   • Explore new ideas first

   • Bring discoveries back to the group

   • Drive cultural shifts

     These are the people constantly scanning for improvement. They notice things the mainstream does not.

2. Mainstream

   • Risk-averse

   • Want what is proven and safe

   • Prefer stability and consensus

   • Adopt new behavior only after early adopters legitimize it

     Their psychology is built around protection, not exploration.

3. Late Adopters

   • Resist change

   • Prefer the old way

   • Will not adopt unless externally forced

   • Are essentially unreachable by marketing

     These individuals are not your audience for creating change.

So who are we designing “better” for?

We build for the early adopters within our CPG.

They are the ones hungry for improvement, actively searching for different, and psychologically primed to notice and respond to “better.” The mainstream is not looking for new solutions, and the late adopters cannot be moved. But once early adopters embrace your version of “better,” the mainstream eventually follows.

This is why the strategy is:

• Identify your CPG through the BSP

• Then focus your efforts on the early adopters within that CPG

• Use their psychology to pull the mainstream toward you later

In upcoming modules, you’ll learn exactly how to “hack into” early adopters’ search for better and use them to move the rest of the group.