The principle is already well described in Crossing the Chasm[1]. You need early adopters and then figure out from there how to go a mainstream audience.
You probably also need some groundbreaking shift in the medium to create an opportunity e.g. how shift from laptops to smaetphones made photos and videos more compelling than text for some use cases, leading to Instagram and Snapchat. And then Facebook bought Instagram and used it to make Snapchat redundant...
