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The Chasm Companion: A Field Guide to Crossing the Chasm and Inside the Tornado (Revised) Paperback – September 12, 2005

4.0 out of 5 stars 9 customer reviews

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Editorial Reviews

Amazon.com Review

Fans of Geoffrey Moore's Crossing the Chasm and Inside the Tornado will certainly be attracted to The Chasm Companion, a step-by-step manual by longtime Moore associate Paul Wiefels that lays out specific ways to apply his popular tech-oriented business principles in our fast-changing world. But even those who never warmed to the earlier works--which proposed a pragmatic path for successfully navigating the ever-moving environment of "disruptive technologies that force changes in both strategy and behavior"--could find this book appealing. Designing The Chasm Companion as a hands-on field guide, Wiefels opens by explaining six "inflection points" in high-tech market development (the Early Market, the Chasm, the Bowling Alley, the Tornado, Main Street, Total Assimilation) that he and Moore insist everyone must carefully watch and properly react to as internal and external conditions evolve. He then outlines models and tools developed in the consulting practice he co-founded with Moore that enable individual corporations to carefully craft relevant strategies that they can align correctly with the appropriate market phases defined earlier. Finally, he presents initiatives (strategy validation, whole product management, marketing communications planning, and field engagement strategy) to help these firms actually implement their plans. Graphics and sidebars help Wiefels drive his points home clearly. --Howard Rothman --This text refers to an out of print or unavailable edition of this title.

From Booklist

Wiefels and partner Geoffrey Moore are cofounders of the Chasm Group, a Silicon Valley high-tech consulting firm. This is a guide to understanding and implementing the market-development strategies described in Moore's best-sellers Inside the Tornado (1995) and Crossing the Chasm (1999). The partners have developed a model called the technology adoption life cycle (TALC), which describes how communities of people adopt innovations and integrate them into mainstream life. The chasm phase is a product-development black hole, a period of time in which products that show promise are ignored by the public at large. Other stages described on the path to total assimilation by the culture are the bowling alley, the tornado, and Main Street. The book offers real-life management formulas for guiding high-tech innovations through these treacherous phases of development. Wiefels' experience in the field gives readers an edge in anticipating the pitfalls unique to each phase. His introduction to the TALC is clear and informative; the descriptions of market-development strategies are exhaustive and detailed. David Siegfried
Copyright © American Library Association. All rights reserved --This text refers to an out of print or unavailable edition of this title.
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Product Details

  • Paperback: 323 pages
  • Publisher: Capstone / HarperCollins; Revised edition (September 12, 2005)
  • Language: English
  • ISBN-10: 1841124680
  • ISBN-13: 978-1841124681
  • Product Dimensions: 7 x 0.8 x 8.4 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #2,368,244 in Books (See Top 100 in Books)

Customer Reviews

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Top Customer Reviews

Format: Paperback
I have read "Crossing the Chasm" and "Inside the tornado" by Moore, both very good books! When I first laid my eyes on this book I had a slight feeling that there might be risk of overlap. I think Wiefelds saw this as well and got a good endorsement by his colleague Moore - to state that this is a complement, not a repetition. That the book was published after the dot-com, in 2002, felt reassuring though - a lot of good lessons were probably to be learned for the reader. Ok, so I had high expectations, but felt a slight doubt.

After reading the book I have two statements:

1. The book delivers some more hands on the two books it referrers to, some really good lists. All in all about nine pages of good ROI-of time material.

2. I am very sad that Wiefelds did not listen to his own good recommendation: don't talk about your product as you know it - know your target group! Wiefelds should know that I am not planning on reading this book for fun - I want a high gain/time-quota, not 352 pages that take a week to read, when a 20 page leaflet would be sufficient! Because the book is repetitive - very!

To summarize:

The book offers some good hands on tips and lists, but should have been a 20 page leaflet.
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Paul Wiefels has given a gift to marketing and technology executives by doing an extraordinarily difficult thing: adding yet more value to some of the most valuable marketing strategy books ever written (Geoffrey Moore's). For both readers and non-readers of Moore's books (Crossing the Chasm, Inside the Tornado, and others), The Chasm Companion is an immensely useful how-to guide to successfully marketing technology products and services. It provides thoughtful and provocative connective tissue between Moore's books for those who are already Chasm devotees, but doesn't rely on the reader already having familiarity with Moore for this book to be completely understandable and immediately actionable. The author's intimate experience with difficult technology marketing decisions saturates each chapter with a pragmatic perspective often missing from consultant-authored books. The "field guide" format insures that theory consistently supports rather than trumps practice and execution. As a strategy consultant and former Fortune 100 marketing executive, I highly recommend reading The Chasm Companion before your competitors do.
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Format: Paperback
I've been familiar with Geoffrey Moore's work since hearing him speak at a Cisco Systems Partner Summit in 1998. This field book is a must for anyone who wants to understand what to do (and not to do) to successfully market a high-tech product at each stage of the Technology Adoption Life Cycle, and during the Product Life Cycle. Reading this book has helped me better understand how and why we succeeded (and failed when we failed) at my previous company in the tech bubble of the 1990s. The challenge for managers and executives when reading this book is having the courage and fortitude to apply these principles, even when they seem counter-intuitive.
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The Chasm Companion is written in a more academic style than the books written by Geoffrey Moore, but it has new information. Most of it concerns the details of implementing the ideas introduced in the other books. This book does an excellent job of preparing for implementation with ample information on how to assess where in the Technology Adoption Life Cycle one is, to how to adopt an appropriate strategy, to how to take the strategy to market.

One key new idea was the extension of the Gorilla-Chimp-Monkey paradigm to the King-Prince-Serf model which is similar but corresponds to the case where there is no technology architecture lock-in.
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One of the pivotal books in helping with my first technology start-up. Crystalizes the concepts and principles about building new markets and identifying/profiling prospects in an emerging market for a new technology.

Should be read before and in conjunction with "Inside the Tornedo".
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