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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – January 28, 2014
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From the Inside Flap
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
"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
Top Customer Reviews
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.Read more ›
This is my new measure for quality books... books you read twice. This one should be read twice.
The reason I am giving this 5-stars is because it is a very well written book. Much enjoyable and I did end up learning quite a few things from it.
The clear step-by-step plan to take a product from simple innovation to a lasting mature product just makes sense.
For people planning to work or already working in high-tech marketing, this should be a highly recommended book.
Most Recent Customer Reviews
Great book, a must read to any entrepenuer, intrapenuer, sales and marketing teams of any industry specially for those releated with IT. Read morePublished 1 month ago by David Rodriguez B
The updated cases are very relevant to me in my current job. Anyone that is a product marketer needs to read this book.Published 1 month ago by PosiGuy
It's incredíble how this really Works and can be used in the Strategy Of Product LifecyclePublished 2 months ago by André Luiz Nadjarian
A great read for those business visionaries. Crossing the Chasm's timeless philosophy can be applied to many of the business challenges in today's markets, such as focus, timing,... Read morePublished 2 months ago by Paul Lee Dee
Really insightful book for anyone in the tech industry, from an initial startup to a large company.Published 2 months ago by Stuart
Wish I read this 10 years ago! If your starting something in the tech space read this book as soon as you can..Published 3 months ago by Kelly J. Robinson
The Ultimate book on Product Adoption....It's been a road map to my success.Published 5 months ago by Amazon Customer