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


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Product Details

  • 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 (34 customer reviews)
  • Amazon Best Sellers Rank: #5,027 in Books (See Top 100 in Books)

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

More About the Author

Managing Director, Geoffrey Moore Consulting
Venture Partner, Mohr Davidow Ventures
Chairman Emeritus, TCG Advisors, The Chasm Institute and The Chasm Group
Member of the Board of Directors, Akamai Technologies and several pre-IPO Companies


Geoffrey Moore is an author, speaker and business advisor to many of the leading companies in the high-tech sector, including Cisco, Cognizant, Compuware, HP, Microsoft, SAP, and Yahoo!.

Geoffrey divides his time between consulting on strategy and transformation challenges with senior executives and speaking internationally on those same topics. His latest book Crossing the Chasm the Third Edition is Moore's book for business leaders in the high-tech sector. 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. Moore has written numerous other books including Escape Velocity, Moore's sixth book for business leaders in the high-tech sector. Inside the Tornado addresses the challenges faced by management when competing in hyper-growth markets and those faced by investors when managing a high-tech stock portfolio (The Gorilla Game). The two additional books both address the organizational challenges faced by established enterprises, in one case posed by the volatility of the technology sector overall (Living on the Fault Line), in the other by the need to reignite innovation in mature franchises (Dealing with Darwin). Escape Velocity rounds out these efforts in service to established enterprises by laying out a comprehensive program for engaging with next-generation trends while maintaining their core franchises.

Moore is an active public speaker who gives between 30 and 60 speeches per year, split roughly evenly between industry events and company-specific meetings. His speaking practice is global, addressing a spectrum of topics of interest to the high-tech sector, including high-tech market dynamics, business strategies, innovation, organizational development, and industry futures.

Earlier in his career, he was a principal and partner at Regis McKenna, Inc., a leading high tech marketing strategy and communications company, and for the decade prior, a sales and marketing executive in the software industry. He has a bachelor's degree from Stanford and a doctorate from the University of Washington, both in English Literature.

Customer Reviews

4.8 out of 5 stars
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I wish I read this book 10 years ago!
John Martin
This is a phenomenal book to provide an understanding of product life cycle.
John Mors
New technology is unlike going into a well defined business model.
Sunnymom

Most Helpful Customer Reviews

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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2 of 2 people found the following review helpful By graham on May 1, 2014
Format: Kindle Edition Verified Purchase
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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3 of 4 people found the following review helpful By Stu Sjouwerman on March 1, 2014
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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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1 of 1 people found the following review helpful By Jerry Wolfe on July 10, 2014
Format: Kindle Edition Verified Purchase
This book was required reading for emerging technology companies in the early 1990's. Amazing the relevance of Moore"s more than 20 years on. Refreshed examples provide helpful context to put the principles to work today and frame actionable insight.
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1 of 1 people found the following review helpful By Jason on June 27, 2014
Format: Paperback
One of the best software sales book I have read. Very well done and spot-on. If you are just starting a software company then I would highly recommend this book.
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The updated version is more relevant. A great read for a second time.
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Masterful in its simplicity. It is a framework (a thinker-toy) for usefully examining new businesses. Forces inventors to think like collaborative entrepreneurs.
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New technology is unlike going into a well defined business model. This book shed light on why it's such risky business to invest in a high-tech start up. We might even be the "visionary" that see the potential, but unless, the technology makes it into the crowd, where most people reside, it may very well die int eh chasm.
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