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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers [Kindle Edition]

Geoffrey A. Moore , Regis McKenna
4.3 out of 5 stars  See all reviews (65 customer reviews)

Kindle Price: $12.99
Sold by: HarperCollins Publishers

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Book Description

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Editorial Reviews


"Crossing the Chasm should be the Bible for high-tech companies looking for direction with marketing and distribution challenges. Geoff's model corresponds directly to the launch of Lotus Notes and continues to shape our marketing programs." -- Robert K. Weller S.V.P., North American Business Group

"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

"If you find yourself wondering why it is that the majority of potential buyers for your newest breakthrough technology are not as enthusiastic as your early adopters, read this book or risk joining the others at the bottom of the high-tech abyss." -- Jim Kouzes, coauthor of The Leadership Challenge, author of Credibility, President of the Tom Peters Group/Learning Systems

About the Author

Geoffrey A. Moore is the author of two bestselling books on the development of high-tech markets: Crossing the Chasm and Inside the Tornado. He is chairman of The Chasm Group, which provides marketing strategy consulting services to hundreds of high-tech companies. He is also a venture partner with Mohr Davidow Ventures, a venture capital firm. Moore was recently named one of the "Elite 100 leading the digital revolution" by Upside magazine.

Product Details

  • File Size: 687 KB
  • Print Length: 256 pages
  • Publisher: HarperCollins e-books; Revised edition (March 17, 2009)
  • Sold by: HarperCollins Publishers
  • Language: English
  • ASIN: B000FC119W
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #144,520 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
182 of 188 people found the following review helpful
4.0 out of 5 stars two good points, but a longwinded book February 19, 2002
Format:Paperback|Verified Purchase
Moore's primary point in this book is that the early adopters of a technology are not necessarily the same as the mainstream market. Moore points out that early adapters often buy things because they're cool, not for practical reasons. Early adapters deal with pain in the form of bad interfaces, minimal network effects. etc. Following this informal observation, Moore divides the population into innovators, early adopters, early majority, late majority, and laggards. This is his "Technology Adoption Life Cycle", of which the "underlying thesis is that technology is absorbed into any given community in stages corresponding to the psychological and social profiles of various segments within that market" (p. 15). He illustrates this with a bell curve with a horizontal axis corresponding to time of adoption. There's no explanation for why a Bell curve; I'm guessing it just looks pretty in PowerPoint. Moore continues with "this process can be thought of as a continuum with definite stages, each associated with a definable group" (p. 15), although actual definitions are notable by their absence. So Moore advises us that marketing to the two groups might have to be different. Complex? No. Obvious? Perhaps. In any case, this observation is followed with 185 pages of examples and pep talks which I found perfectly readable, but without much additional content.
The second point, which is really just as important, is that the way to "cross the chasm" is by targeting a single industry or group of users, a so-called "vertical market". The only way customers who are beyond the early adopter phase are going to buy into a new product is if it is easy to adopt or if it truly fills a perceived desperate need. That is, it looks less "disruptive".
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143 of 171 people found the following review helpful
3.0 out of 5 stars great idea but could be summarized in one sentence September 5, 2000
This book illustrates a fault in the publishing industry. If you have a 50-page idea it is too long for a magazine. But it is too short for a book. So if you wanted to get it distributed before the Web came along, you had to drop in words until you reached 200 pages.

Here is Moore's important insight in one sentence: "Don't celebrate your victory in a market after becoming the market leader with pioneer consumers; as the mass market develops and all the competitive offerings have adequate performance, the new consumers won't care about the advanced features that your organization is exquisitely tuned to produce but rather ease of setup, ease of use, and low cost."
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53 of 62 people found the following review helpful
5.0 out of 5 stars Two Immensely Helpful Companions May 2, 2000
Crossing the Chasm (1991) and Inside the Tornado (1995) aremost valuable when read in combination. Chasm "is unabashedly aboutand for marketing within high-tech enterprises." It was written forthe entire high tech community "to open up the marketing decision making during this [crossing] period so that everyone on the management team can participate in the marketing process." In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success.
In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two books have been promoted. True, they provide great insights into marketing within the high technology industry. However, in my opinion, all e-commerce (and especially B2B) will be centrally involved in that industry. Moreover, the marketing strategies suggested are relevant to virtually (no pun intended) any organization -- regardless of size or nature -- which seeks to create or increase demand for what it sells...whatever that may be. I consider both books "must reading."
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16 of 17 people found the following review helpful
5.0 out of 5 stars Get ready to cross the chasm or you'll fall into it March 8, 2001
Most people who do marketing are familiar with the adoption curve (i.e. Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.) Companies who create technological products frequently have brilliant success with the first two groups and then fall into a pit trying to get to the pot of gold on the other side of this rainbow, selling to the rest of the curve.
Crossing the Chasm details the important gap between Innovators and Early Adopters and then outlines a campaign strategy for crossing that chasm to mainstream marketing success. The book gives many examples of products that crossed the chasm successfully (such as Lotus 1-2-3 and Microsoft.)
Time and time again, technology companies fail because they are concerned with sales numbers (to please shareholders or investors) or because of a bean-counter mentality or simply insufficient funding. The author Geoffrey Moore uses D-Day and the taking of Omaha Beach as a powerful metaphor for how to establish a beachhead before assaulting the mainstream. Like the beaches of Normandy, high cost and certain losses can be essential to establishing the toehold that stages victory. Also important is the idea that to reach the mainstream market, vendors must provide the a complete solution, including support. This is an area that high-tech companies typically want to skimp on; the Innovator and Early Adopter types are natural pioneers and self-sufficient. These buyers accept a higher level of product problems and work-arounds. The mainstream majority buyers are pragmatic; they buy a product not for its own sake, or because it is "cool." They buy to get a job done and want a product that does the job and does it trouble-free.
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Most Recent Customer Reviews
4.0 out of 5 stars Great Book - Wish I'd Read it Sooner
A marketing classic that I'd never read because a business school professor derided it, but it certainly matched my real-world experience in technology marketing.
Published 1 month ago by Pamela M Morton
4.0 out of 5 stars Solid book, appicable outside of high-tech
This is an excellent book. While the examples are all high-tech, I think you can apply these concepts to any disruptive offering.
Published 2 months ago by Matthew Gallagher
2.0 out of 5 stars I could not finish it...
Well. I got the book because it was highly recommended to me. But as often I though there was too many repetitions and at the same time, not enough interesting and practical... Read more
Published 6 months ago by Emmanuel Limal
5.0 out of 5 stars Insightful and well written.
Very insightful. I read this book a number of years ago and I keep purchasing copies to give to clients to gain insight into how to manage technology assets for business.
Published 7 months ago by James C. Rice
5.0 out of 5 stars Classic.
Classic. It is not anything similar to manual or ready solution. You should read it and make your own decisions.
Published 7 months ago by Zhenis Beisekov
5.0 out of 5 stars great explanation of marketing in common sense language
Just what I needed. No abstract hi-flying marketing theory - direct, practical and everything explained in a common sense way.
Published 9 months ago by slovon
1.0 out of 5 stars Kindle version is for the 1998 edition
The latest version of the book is from 2006. The kindle version is for the 1998 edition. My rating is based on this alone.
Published 10 months ago by scribble
5.0 out of 5 stars A must read
Useful for those who support sakes in the tech market but don't have business degrees. Recommended to me by a veteran of sales and explains why tech companies do what they do.
Published 12 months ago by Rich
5.0 out of 5 stars Awesome book
This book has been referred by our client. We have developed a next gen CRM [...] , this book has lot of info that I open everyday to see the noted points.
Published 12 months ago by Amar E. Chakravarthi
4.0 out of 5 stars complex examples have since become dated by the event of consumer...
This book was interesting and informative but became bogged down in complex examples some of which may apply much less in the early 21st century than when it was written. Read more
Published 12 months ago by Hereward
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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.

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