What Catalytic Customers Look Like in the Real World

In earlier posts, we’ve defined the concept of Catalytic Customers – those highly involved, experienced customers in a category who are forward looking and passionate about making things better for themselves and for others. While the precise definition of Catalytic Customers necessarily varies in alignment with the unique characteristics and parameters of the product category they are involved with, their common metrics we apply to identify them include:

• Engagement: The depth, tenure and frequency of their involvement with your products – and those of your competitors

• Enablement: The background and experiences combined with the resources available to them to be active in your category

• Disposition: Their internal drive, passion for improvement, and commitment to constructively contributing to change

We find that most of clients readily grasp those traits—at a conceptual level. And, we can provide (or develop with your team) a whole battery of category-specific questions that you can employ to screen for and recruit Catalytic Customers. 

But the next question most clients pose before fully buying in is a straightforward, and entirely fair, one: Can you give me some examples? What do Catalytic Customers look like in the real world?

So here, for 10 categories in which we’ve been intimately involved, are some real-world Catalytic Customers as encountered in their very human form:

Fitness Trackers

• Carlos, 29, an amateur triathlete who has used every major brand's tracker and often tweaks his device settings. He finds most trackers are fine for running and cycling, but lack accurate swim tracking and integration with custom training plans.

  
  

• Emily, 35, a marathon runner who combines data from multiple wearables. She’s frustrated by inconsistent heart rate readings and accurate GPS distance tracking and dreams of a unified platform for all metrics.

Personal Finance Apps

• Sean, 38, a budgeting enthusiast who’s used every major app (and his own Excel spreadsheets). He wants an app that integrates seamlessly and consistently with all his bank accounts while offering actionable, not superficial financial advice.

• Anna, 31, a small business owner who uses finance apps to manage personal and business accounts. She wants tools that better separate and organize these finances, without requiring two distinct apps (with two separate price tags).

Home Automation

• Natalie, 33, a DIY smart home builder who’s tried multiple ecosystems. She’s frustrated by incompatibilities between brands and dreams of a universal integration standard.

• Oliver, 48, a tech hobbyist who has automated his entire house. He’s frustrated with delayed firmware updates and wants more user-friendly APIs for customization.

E-Learning Platforms

• Emma, 35, a self-taught coder who’s used many online learning tools. She’s looking for platforms that combine interactive lessons with real-world project simulations.

• Sophia, 22, a college student juggling coursework and certifications. She’s looking for platforms with adaptive learning paths based on her pace and skill level.

Wireless Routers

• David, 39, a gamer and remote worker who’s owned multiple high-end routers. He’s eager for a device that optimizes connectivity for both low latency gaming and streaming.

• Paul, 50, a remote IT manager who tests routers for his team. He wants devices that prioritize security features and high-capacity bandwidth for multiple users.

Hybrid Work Collaboration Tools

• Olivia, 37, a project manager who tests every new team productivity app. She wants better integrations across platforms and seamless offline functionality.

• Thomas, 40, a consultant who tests platforms for cross-functional teams. He wants tools that simplify asynchronous communication without overwhelming notifications.

E-Readers

• Elliot, 45, a voracious reader who’s owned every Kindle and Kobo model. They’re looking for a device with better color display options for comics and graphic novels.

• Rob, 38, a sci-fi fan who collects graphic novels. He’s looking for e-readers with better refresh rates and color displays for illustrated content.

Pet Food

• Linda, 45, a dog owner who’s tried every premium brand. She wants more transparency in ingredient sourcing and better options for dogs with food sensitivities.

• Tom, 52, a cat owner who evaluates premium food brands. He’s looking for options that support senior cats with specific health needs like kidney care.

Smart Home Security Systems

• Ethan, 36, a tech-savvy homeowner who’s tried several systems. He’s looking for better AI-driven threat detection and privacy controls that don’t require cloud storage.

• Victor, 43, a neighborhood watch leader who evaluates security cameras. He’s looking for systems with better low-light performance and faster motion detection.

Travel Booking Platforms

• Jake, 29, a frequent traveler who switches between apps to find deals. He wants a platform that combines real-time pricing with seamless multi-leg itinerary planning.

• Mei, 29, a solo traveler who plans multi-country trips. She’s frustrated by platforms that don’t offer better cross-border transportation integration.

And we could go on. Every category has its Catalytic Customers. Indeed, you yourself might be a Catalytic Customer in a category you are particularly passionate about. Think about it.

Why They Matter

We believe that Catalytic Customers can be the lifeblood of innovation for those who embrace the concept. But Catalytic Customers are more than a concept. They are real human beings with lived experiences, real people with tangible challenges, and real partners who can bring their innate passion, curiosity and insights to bear on the products you are developing and improving.  

Want to know what Catalytic Customers look like in your world? Let’s bring them to life together.