Businesses are born from creating solutions to problems. Startup companies may have a difficult time building their own products and service unless they identify their Early Adopters. These are customers who will help you grow and provide you with feedback on things to improve on. You can put your focus to them initially to reduce objections from people who do not see the value of what your business can offer. Recognizing early adopters would help you identify where to invest your time and resources because they believe there is a problem worth solving on.