To the best of my knowledge, it was investor and entrepreneur Chris Dixon who coined the term Normals to signify your everyday person. His theory (paraphrased) is that your business will never be a huge success unless your userbase includes a vast majority of Normals. Early adopters are good for initial traction and launch buzz, but until you attract Normals, you’ll never get past that first reaction.
Spencer Fry, on why any business should focus on the Average Joe Public as the most “sustainable” type of customer. (via adii)