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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Paperback – July 25, 2006
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About the Author
Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.
More About the Author
Moore's life's work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore's most recent work, Escape Velocity, addresses the challenge large enterprises face when they seek to add a new line of business to their established portfolio. It has been the basis of much of his recent consulting.
Irish by heritage, Moore has yet to meet a microphone he didn't like and gives between 50 and 80 speeches a year. One theme that has received a lot of attention recently is the transition in enterprise IT investment focus from Systems of Record to Systems of Engagement. This is driving the deployment of a new cloud infrastructure to complement the legacy client-server stack, creating massive markets for a next generation of tech industry leaders.
Moore has a bachelors in American literature from Stanford University and a PhD in English literature from the University of Washington. After teaching English for four years at Olivet College, he came back to the Bay Area with his wife and family and began a career in high tech as a training specialist. Over time he transitioned first into sales and then into marketing, finally finding his niche in marketing consulting, working first at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.
Top Customer Reviews
There are also lessons in there about establishing a beachhead and how to choose your target customer that dovetail nicely into some more modern work around persona identification in software development and the need to identify just one target persona for your application at a time. This is a great marketing book -- even if some of the specific company examples are somewhat dated -- whose concepts readily translate into not only management but directly into product development and vision.
Bottom-line...A great read, but implementation is a challenge.
Some key points and lessons learned:
- It is important to maintain momentum in order to create a bandwagon effect that makes it natural for the next group to want to buy in.
- Early adopters want a change agent while the early majority looks for productivity improvement for existing operations - they want an evolution not revolution.
- Vapor vare should be avoided during chasm crossing - Vapor vare is pre-announcing and pre-marketing a product which still requires significant development.
- Resistance is a function of inertia growing out of the commitment to the status quo, fear of risk or lack of compelling reason to buy.
- Crossing the chasm requires moving from an environment of support among visionaries back into one of skepticism among pragmatists. It means that moving from product related issues to unfamiliar ground of market oriented issues AND moving from the familiar audience of like minded specialist to uninterested generalist.
-It is the market centric value system - supplemented ( but not superseded ) by the product centric - One that must be the basis for the value profile of the target customers when crossing the chasm.
-Elevator Speech Template
1. For (target customers - beachhead segment only)
2. Who are dissatisfied with (the current market alternative)
3. Our product is a (new product category)
4.Read more ›
I refer to it often as a baseline for clients and anyone I am talking to to understand the process they are about to embark upon. This book came out a long time before Malcolm Gladwell popularized similar ideas in The Tipping Point.
I recommend it highly to all my clients so we can agree to speak the same language about product development and the world we are trying to launch a product or change initiative into.
out there, and rightly so. Geoffrey Moore looks at the problem of
creating a sustainable company from an initial technology and vision
from a marketing perspective, which is usually lacking in new
enterprises with an idea and some venture money. The author mentions
in the introduction that some companies have Crossing the Chasm as
required reading, which makes a lot of sense, because the book
considers the complete enterprise, and not just the marketing
department, in its discussion of how to cross the chasm.
So what is the chasm? Technology wants you to change, and people
respond differently to this demand. The technology adoption lifecycle
is a curve that classifies people based on their response, from
innovators who try out everything to see whether they work, to
visionaries (also called early majority) who expect quantum leaps from
new technology, to pragmatists who want to make sure they get their
money's worth, to conservatives who switch to a new technology only
when they have to. Moore urges the reader not to think that the
transition of a technology company's marketing strategy from one
segment to the other is necessarily fluid and without existential
risks. There are gaps between each segment, but the one between
visionaries and pragmatists is the widest one, with many a promising
company having fallen there and not managed to get back up. Even if a
company has successfully marketed to the innovators and visionaries,
becoming sustainable requires getting a foothold in the pragmatist
segment, which in turn requires the mentality of the whole company to
change.Read more ›
Most Recent Customer Reviews
I ordered the newest version of this book. However, the one I got is the version years ago. I don't really blame the bookstore for this deal. Read morePublished 2 months ago by Amazon Customer
An interesting read, especially of course if its narrow focus applies to you. I was working for a technology company trying to cross that chasm and it was recommended by the CEO... Read morePublished 8 months ago by Bdog
Item was delivered as advertised and on time.... Thanks....Published 8 months ago by Leonardo Fernandez
brilliant book. got it for a marketing class, and still use it as my bible for marketingPublished 9 months ago by Kindle Customer
This is a classic that is well documented. The most successful people learn to think in terms of process, not black versus white or even gray. Life is more dynamic than that.Published 13 months ago by Dxthomas
Great book. Every software development manager should read the section on Pioneers and Settlers. It really explains what is fundamentally wrong in the software industry.Published 15 months ago by John Mors