Have you ever noticed ... how something "new" is usually viewed with suspicion and dis-trust until people become familiar with it? This is human (or animal) nature and cannot be discounted. Successful marketers know this and devise strategies to shorten time a new product takes to become accepted.
There are dozens of examples. "Fads" begin among teenagers, who, having nothing to un-learn, quickly embrace new products, new ideas. Many fad-products are first introduced in Japan and spread rapidly throughout world.
One needs only to look at Internet, something that was very avant-garde as little as four years ago, but today it is taken for granted. While it didn't start among teenagers, nor in Japan, its world-wide growth has been explosive!
What brought about this phenomenal acceptance - and how can one profit from it?
Once upon a time, there was a colony of 100 monkeys that lived next to a stream, which coursed through jungle. The trees bore abundant fruit and monkeys were well fed.
But monkeys, like some of their human cousins, were sloppy eaters. They frequently dropped their food to jungle floor where it got dirty and insects pounced on it almost as soon as it hit ground. A monkey who dropped his food and retrieved it had to eat it - dirt, insects and all, or pick it clean before he could resume his lunch.
There came a day when one little monkey dropped his morsel. When it hit ground, it bounced into stream. The monkey scampered down from tree and grabbed it back out of water. Voila! No dirt, no insects. It was tasty indeed! Soon, whenever he dropped his dinner to jungle floor, he was taking it to stream and washing it off instead of picking off insects and dirt as did his brethren.
Monkeys are not stupid people and others learned very fast from example of one who first discovered that food tastes better when it's clean. Soon they were all taking their dropped food to stream and washing it off. In fact, they started washing it even BEFORE they dropped it!
Thus "Legend of 100th Monkey." It can be applied to marketing efforts. All that is needed is for ONE person to be adventurer, and soon there are throngs of followers.