You’ve got an amazing solution that transforms how people have always done things in your space. A new paradigm. A new concept. Your early adopter customers love it. Unfortunately, way too many of the people in your target market just don’t get it. Their thinking is in the dark ages. They can’t even imagine that there’s a better way to tackle the problem you solve.
Who’s in the best position to help those laggards make the mindset shift? Your customers who have already made the mindset shift. When the old-school thinkers hear it from their peers and colleagues, they realize that they may be missing out on something, that they may be caught off guard. Ask your best customers to talk about merits of the new approach, and the benefits of life on the other side of the mindset shift.