In sociological studies of innovation adoption, a general finding here is that different niche communities often have different needs, so a successful innovation adapts to fit it, generally through involvement of the niche members. Growth in turn often follows those niches. I like to think of this kind of growth as where the product is a circle in the middle of a bunch of niche communities, and growing the product surface moves it through adjacent niche communities. There are different levers here via different people once you think that through.

So, it's good to map out those niches and help them one-by-one. Likewise, studies like this became a research field soon after gmo corn became a thing, and worth understanding the many kinds of innovation adoption if your job is here. (Broad area is called the Diffusion of Innovation.)