Crossing the chasm. The chasm is between those early and late adopters, requiring very different marketing. This is the classic book in Silicon Valley for high-tech industry. The classic marketing book for high-technology companies, widely read and discussed, but almost never followed. Because the whole culture of the company is based on its wildly successful teen age years, and high-tech companies hate to grow up.
Immaturity is embedded in the culture.
Technology is easy to change. Culture is hard. This is a lot more specific to high-technology companies, and perhaps too simplistic and optimistic about the time course of company and market growth. The innovator's dilemma. Harvard Business School Press.