Momentum (noun): strength or force gained by motion or by a series of events

In various books I’ve been reading, as well as included in a recent presentation by an outside marketing firm, has been the diffusion of innovation curve. This applies to branding in that a new brand needs to, in the early days, appeal to the innovators and early adapters. Basic stuff for the most part, but it rolls up into larger discussions of brand development and strategic planning. All of this got me thinking about the diffusion curve and the hurdle of pushing past that tipping point from early adoption into majority adoption and how it’s core concept ripples so far beyond a product or brand launch.

For me, much of this idea is rooted in momentum. The hard work comes early on – in getting started, in breaking into the market. You have to get growth and development started, which is often the hardest part. It will be difficult. It is an up hill battle. Power through it though. Keep pushing. Keep working. This hard-work will, eventually, pay off in dividends as you approach and reach the tipping point that is the majority.

At this tipping point you’ll be able to reap the benefits of your initial push because growth, development, and success will come easier. It will have momentum behind it. As Netwon says – objects in motion remains in motion. Companies and brands that are diligent in the early days gain momentum and this momentum propels them forward. Towards success. Toward growth. And then that moment will come – when the momentum takes over. When all that plans, the strategy, the effort, the diligence take hold and things just go. When this moment comes its a refreshing breath of fresh air. The team will sync, the orders will come, the ideas will flow – it will seem like the stars aligned just perfectly. In reality though, you’ll know. You’ll know that it isn’t magic, or astronomy, it was hard work and resilience.

So do what you can to reach that point. Work tirelessly to gain market share. To add distribution to grow. To make a name for yourself. The early days are the hardest – and longest (and depending on the market you’re in “early days” might mean years). But your work will not be fruitless. It will pay off if you are dedicated, smart and loyal to the process.

Yes, of course there are bumps and dips along the way. No success story is without its hurdles. It it at those times with brands need to again hunker down, reevaluate, re-energize and start building their momentum back again. Market declines, competitive attacks, and other detractors can often provide an amazing opportunity, albeit a usually unwelcome one at first. Seize the opportunity, look at it as a challenge to be overcome. It is the companies that do this that will again regain momentum as surge past the competition.