The marketing industry divides consumers into five categories. First are the innovators, then come the early adopters, followed by the early majority, and then the late majority and finally the laggards. There is a possible sixth: those who couldn’t be bothered, at all. Mind you, for people in marketing, those who couldn’t be bothered may be thought to be non-existent.

For most things I find myself hovering between laggard and “couldn’t be bothered” and work on the rather lazy assumption that anything truly exceptional will make it through my indifference...

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