The innovator (the first type on the famous 'innovations diffusion' curve, preceding the early adopter) is the greatest marketing asset but it is also the most difficult to reach. We have insider connections and a real understanding of the innovator’s universe. We can help you translate new, groundbreaking ideas from the underground into powerful, future-proof propositions of your own or create hype to get you talked about.

TFTK’s Trailblazer Web is a network of hand-picked people from around the world, giving you access to the innovator, as defined by the-first-to-know innovation diffusion model. This is a fresh interpretation of the widely used 'innovations diffusion' outlined in the book The 2.5% . Innovators create, authenticate and dictate what ideas the early adopters will be buying into. In the market research and communication industries, you’ll hear ‘cutting edgers’, ‘creative consumers’, ‘experts’, ‘Gen Z’ (the persisting myth that ‘youth’ are innately trend-setters) – all of these to connote being a step ahead of the consuming crowd. At best, they are early adopters and, in many cases, they are the early majority looking trendy. By the time this category gives you a second hand version of the innovator's lifestyle and values, the innovator has already moved on. This process is forever in flux. The generation captured in The 2.5% has driven the social inclusivity and climate equity agenda, which has become mainstream in the 2020s. When things become mainstream, something new is in the making and we have our pulse on it!