Most Helpful Customer Reviews
157 of 163 people found the following review helpful:
4.0 out of 5 stars
two good points, but a longwinded book, February 19, 2002
This review is from: Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Paperback)
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". Usually this means a lot of custom integration with industry-specific infrastructure. It's easier to build something well integrated with existing, for say, just the airline industry and their SABRE database backend, than it is to try to target the entire Fortune 500, each sector of which has adopted different sorts of databases. It worked just the way Moore described for my company, where Moore's book was required reading. You can get much more insight about sales and marekting (as well as finance and logistics) about disruptive technologies from Clayton Christensen's excellent "The Innovator's Dilemma". You can learn more about marketing segmentation and network effects from Shapiro and Varian's "Information Rules". I might be biased as both a techie and a recovering academic, but I liked the more heavily researched, serious case-study orientation as well as the precise, restrained, academic tone of these two books from business professors. On the other hand, Moore's book gives you an excellent feel for the seat of the pants consulting and hype side of the business world, which itself is a useful education.
Moore's book is breezy and highly readable. This is great can't-sleep-on-the-airplane material. And two good ideas are more than you get out of most pop business books.
Help other customers find the most helpful reviews
Was this review helpful to you? Yes
No
50 of 57 people found the following review helpful:
5.0 out of 5 stars
Two Immensely Helpful Companions, May 2, 2000
This review is from: Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Paperback)
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."
Help other customers find the most helpful reviews
Was this review helpful to you? Yes
No
16 of 16 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
This review is from: Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Paperback)
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. A lack of service and complete solutions is one big reason technology firms fall into the chasm with an initially hot-selling product. The book is not tremendously detailed, but gives clear, understandable examples of how to set up a strategy in order to target a market and select a "must-have" value proposition suitable to drive in a wedge. The most valuable part of the book, in my opinion is the advice on weathering the ongoing pressure of executive management reviews, which can constantly threaten to derail a bold yet workable plan. This is must reading for anyone in the high-stakes technology market. It's an exciting game, and this book provides important strategies to win.
Help other customers find the most helpful reviews
Was this review helpful to you? Yes
No
|
