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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – January 28, 2014

4.8 out of 5 stars 80 customer reviews

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Editorial Reviews

From the Inside Flap

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with innovators and moves to early adopters, early majority, late majority, and laggards - there is a vast chasm between the early adopters and the early majority.  While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity.  The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment. 

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings.  He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

From the Back Cover

Praise for Previous Editions of Crossing the Chasm:

"Crossing the Chasm truly addresses the subtleties of high-tech marketing.  We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys."
- James A. Unruh, CEO, Unisys

"Crossing the Chasm is no longer just the name of a great book - it has become a very effective management process.  In venture capital, chasm management is a widely used boardroom tool for emerging technology companies.  It works!"
- Joe Schoendorf, executive partner, Accel Partners

"Crossing the Chasm has contributed more to the art and science of high-tech marketing than any other book in the last decade.  If you are not one of the thousands of businesses and universities incorporating the chasm insight into your operations, you have to be worried about your future."
- Tom Kendra, vice president, Worldwide Data Management Sales, IBM Software Group
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Product Details

  • Series: Collins Business Essentials
  • Paperback: 288 pages
  • Publisher: HarperBusiness; 3 edition (January 28, 2014)
  • Language: English
  • ISBN-10: 0062292986
  • ISBN-13: 978-0062292988
  • Product Dimensions: 5.3 x 0.6 x 8 inches
  • Shipping Weight: 5.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (80 customer reviews)
  • Amazon Best Sellers Rank: #4,671 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on February 17, 2014
Format: Paperback
As Geoffrey Moore explains, in the first two editions of this business "classic" and once again in this new one, his purpose is to answer "in considerable detail" two questions: Why can't the same skills applied so effectively in other areas also be applied when marketing high technology? And what is it going to take to get it right?

The "chasm" to which Moore refers is a metaphor for this phenomenon: "the rapid acceleration in market development followed by a dramatic lull, occurring whenever a discontinuous innovation is introduced - [one that] drives all emerging high-tech enterprises to a point of crisis where they must leave the relative safety of their established early market and go out in search of a new home in the mainstream. These forces are inexorable - they will [begin italics] drive [end italics] the company. The key question is whether management can become aware of the changes in time to leverage the opportunities such awareness confers."

In other words, "The chasm is a drastic lull in market development that occurs after the visionary market is saturated and pragmatists will not buy into a discontinuous technology unless they can reference other pragmatists, thus the catch-22. Pragmatists dependent exclusively on references from others in their own industry and are highly support-oriented."

Many business plans are based on a traditional Technology Adoption Life Cycle, a smooth bell curve of high tech customers, progressing from Innovators, Early Adopters, Early Majority, Late Majority, and finally Laggards.
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Having bought the original in the late 90's I was interested to see how the book had been updated. The new example companies are perfectly chosen and the core message of the book remains the same, I am not sure if there is a better marketing book out there that describes the issues a startup company goes through defining and creating a market and then trying to take it mainstream. Classic text, comprehensively and intelligently updated.
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Moore has updated his seminal work on making it big in high tech, but the principles can be applied anywhere. The book is based upon his own observations and covers the natural laws about moving from one customer segment to the next. A MUST READ for any entrepreneur. I am now building my fifth startup and Crossing The Chasm has been a great help in my 34-year IT career.
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Too often the glamorous hype of the media has distorted the realities of a technical startup. This book elucidates how growth transpires in a startup so that a founder has a better chance of navigating through the chasms and creating a prosperous business.
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When I was reading this book the first time, I commented on twitter about how great it was. A friend said I should turn around and read it again when I was finished, as I wouldn't get it all the first time. And I did, and he was right.

This is my new measure for quality books... books you read twice. This one should be read twice.
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As a leader in technology development, I have seen first-hand the issues in moving through the product life-cycle. This book gives a fresh and powerful set of tools to help navigate the stages of product life, as well as covering honestly some of the hard decisions that must be made. A great book for those interested in making their technology sustainable and more than just a passing fad.
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I bought this along with the Osterwalder Business Model Canvas book for an engineering management graduate program I am in. I bought it for my library to read post graduation. It was not a requirement in any class, but if you have it the Osterwalder/Ries/Blank/Mullins books you can get a good perspective of entrepreneurship.
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Understanding the commercialization of a product and how to bridge that chasm are key to project success. I found several perils of wisdom I can use during product development to help my internal customers overcome both their concerns and the external customer concerns.
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