This time from Bruce Allen

Marketing Catalyst: Naming the four curves of want and get.

A. Hero Curve (what everyone predicts they can achieve)

B. Loyalist Curve (several cash cow products with this curve create a saleable business)

C. Warrior Curve ("true-believers" and evangelists live on this line)

D. Hindsight Curve (only a co-dependent optimist can survive along this line)