1. The Innovators — these people will get their hands on anything new within the respective industries as a way to stay current and inform their own ideas. For beer, think homebrewers, brewers and anyone thinking of starting a new brewery with a point of view. They'll trial just about anything in order to educate themselves and share experiences with others in the industry ongoing. You don't have to work hard to attract this audience. You don't have to work at all. And this gets you 2.5%.

2. Early adopters — people who get excited, pay attention to the market, but are largely consumers rather than industry insiders. These are aficionados and hobbyists. In beer, these are your craft beer geeks, Rate Beer and Beer Advocate users, bloggers and such. At worst, they're hangers-on. At best, their brand and market ambassadors. This is a critical audience that you can grow. This gets you another 13.5%.

At this point, you have a major hurdle to overcome, what Moore calls "crossing the chasm." How will you grow beyond your core audience of industry people and early adopters, and connect with the mainstream? What does this audience demand that's different than your early fans? Who matters more in the growth of your company, beer geeks or a mainstream beer drinker? The answer is not the same for everyone.