#1 Pros: This group is already well on their way and will quickly adopt any changes that help them improve. In the classic style, this is investing your dollars on the highest performing part of your business.
#1 Cons: This group will keep adopting change no matter the investment. Spending money here may well have low returns, since the group is already well on its way to the New Normal.
#2 Pros: This group is generally amenable to change and likely just needs some encouragement and exposure to new thinking. Dollars invested here will likely return immediate value.
#2 Cons: The return on investment from this group may not be as large as #1, since this group may be willing and able to only go so far. So although quick returns may be seen, they may not be deep and sustainable.
#3 Pros: This group has the most ground to gain and any adoption of change will bring significant returns.
#3 Cons: With a history of inability and/or unwillingness to adopt change and improve performance, group #3 seems the least likely to embrace new ways of thinking and doing.