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Geoffrey A. Moore

Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – January 28, 2014

by Geoffrey A. Moore (Author)

1,017 ratings

Part of: Collins Business Essentials (15 books)

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The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

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.

Print length

288 pages
Language

English
Publication date

January 28, 2014
Dimensions

5.31 x 0.65 x 8 inches
ISBN-10

0062292986
ISBN-13

978-0062353948
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Editorial Reviews

From the Inside Flap

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with innovators and moves to early adopters, early majority, late majority, and laggards - there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

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

Praise for Previous Editions of Crossing the Chasm:

"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

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Product details

Publisher ‏ : ‎ Harper Business; 3rd edition (January 28, 2014)

Language ‏ : ‎ English

Paperback ‏ : ‎ 288 pages

ISBN-10 ‏ : ‎ 0062292986

ISBN-13 ‏ : ‎ 978-0062353948

Item Weight ‏ : ‎ 7.4 ounces

Dimensions ‏ : ‎ 5.31 x 0.65 x 8 inches

Best Sellers Rank: #11,517 in Books (See Top 100 in Books)

#21 in Marketing & Consumer Behavior

#28 in New Business Enterprises (Books)

#65 in Marketing (Books)

Customer Reviews:
1,017 ratings

Customer reviews
4.6 out of 5
1,017 global ratings

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2 star
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vlad-george ardelean
I didn't know much about marketing, so this gets 5 stars
Reviewed in the United States on March 7, 2019
Verified Purchase
The book adressed a lot of issues relevant to my current company directly.

First of all, the chasm model applies in B2B scenarios. This is not a b2c marketing book even if some ideas do apply.

What I found interesting was that this book provides this model describing 5 different types of customers. Then we find ways in which to address these customers, the proper timings, the proper sales pitches, the product pricing, the competitors, the strategic partnerships, the development team, and even the compensation appropriate for the team, in order to attack each of the 4 market segments (1 market segment, or psychographic, as the author calls it, being pretty unapproachable).

Awesome book.

For me it would be an honest 4.5, as I didn't see a lot of references to more formal papers, but just to a few other books, and I don't want to just trust the author's wisdom on this, even if the book seems full of good ideas, and great explanations, and showcases nice ways of thinking about problems.

I recommend this to anyone living in a capitalist system, seriosly....But more seriously indeed, this is very good for developers that work in product companies. All of the marketing, sales and management stuff will make a hell of a lot more sense after this book! For marketing and sales people I'm not sure what to recommend, but the book does claim to create a common vocabulary for the different departments of an organization, so dunno, maybe try it, marketing/sales/management folks!

Enjoy!

Also, if anyone knows a good B2C marketing or sales book, feel free to recommend!
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Fred Cheyunski
Chasm Crossing for Disruptive Innovations Updated
Reviewed in the United States on March 30, 2017
Verified Purchase
This book provides a lucid, updated account about what is involved in successfully introducing and getting mainstream acceptance of disruptive innovations in high tech related businesses that can also be applied more broadly as well (e.g. in other industries, non-profits).

I first became aware of Moore’s book “Living on the Fault Line” (see my review of this and “Escape Velocity”) when at CSC Consulting where I also started to hear about his concepts such as the “Technology Adoption Life Cycle.” Given increased recent interest in such topics, it was heartening to discover that Moore had issued a new edition of his initial book which drew me to examine this version. and the book for the first time.

The book consists of two parts. Part I is about “Discovering the Chasm” the need to gain support for a disruptive innovation vs. just expecting The Field of Dreams (if you build it they will come) can be realized. Part II is about Crossing the Chasm using an analogy to the WWII D-Day invasion where the group has to: target the point of attack, assemble the invasion force, define the battle, and launch the invasion. A conclusion discusses the financial, organizational and R&D aspects of approaching and leaving the chasm behind. He treats how different stakeholders are involved and mobilized (see my review of Stakeholder Theory: The State of the Art ). Helpful appendices summarize the high-tech market development model (which is business to business and the subject of Moore’s second book “Inside the Tornado”) and a four gears model for engaging consumers in adopting digital innovations (business to consumer).

At the time of this writing, I was doing some work with a non-profit organization advocating treatment and research advances related to mental health issues. I was struck by the notion that Moore’s model could apply in such non-profit sector situations as well (see my review of Daniel Siegel’s Mindsight: The New Science of Personal Transformation based on recent neuroscience). It also appeared to me that these ideas could relate to career entrepreneurship (see my review of the book “Value Proposition Design” by A. Osterwalder et al and another of their books, “Business Model You”).

Because of my background and interests at the time, my favorite parts had to do with the parts on basic definitions of the technology adoption life cycle and marketing elements such as the diagrams showing “the simplified whole product model” (page 137) and “the competitive positioning compass” (page 167, 189). I was impressed that the revised edition had pertinent references to then current developments such as the evolution of SaaS (Software as a Service) with groups such as when the founders of PeopleSoft overtaken by SAP and Oracle initiated Work Day and contributed to the rise of Cloud Computing. Other cases sited that were particularly relevant to me included the one on Documentum (use in Pharma Regulatory & Safety matters), early targeting of the Mac computer at Corporate Advertising/Art Departments and the graphic appeal of these machines. Moore’s proposed definition of chasm crossing transition roles such as target market segment manager and whole product manager as well as the compensation/reward considerations between them and pioneering salespeople and technologists also stood out for me.

So, for an update on chasm crossing for disruptive innovations (and its broader application), take a look at Moore’s most recent edition of his excellent first book.
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20 people found this helpful

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T. Tran
From the perspective of a pragmatist: SO ENLIGHTENING!
Reviewed in the United States on May 17, 2018
Verified Purchase
Having read it once and going back for a more thorough study of its concepts, I want to enthusiastically propose that you read it also. It is called "Crossing the Chasm" by Geoffrey Moore.

The world of startups has always been fascinating yet elusive since I claim Houston as my home. "Crossing the Chasm" explains the psychology that derives from people's personalities and dictates how they analyze and evaluate new products in the Technology Adoption Life Cycle. If you've ever had an 'awesome' idea for a product or service and failed in its implementation (as I have several times), this book is like the advisor/counselor you wish you had when things were going off track. For sales and marketing, the book emphasizes concepts like making a product easy to buy (as opposed to easy to sell). I truly think any entrepreneur-at-heart will benefit from new perspectives!

This is the first book review/recommendation I've ever written up but when one feels enlightened, one would be remiss to not share it.
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6 people found this helpful

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Reg Nordman
Deep insights yet easy to read and digest. A success blueprint
Reviewed in the United States on March 26, 2019
Verified Purchase
We read the first edition (1991) when it came out and found it bang on and helpful. It was time to reread it and the 3rd Edition reflects the work Moore has done ( and written about) with high tech companies in the last 25 years. I was particularly interested in the subtle insights he gives wrto sales and marketing jobs and personnel while moving along his time line. This reflects what we have learned about the types of people you need during the transition from Innovators/Visionaries ( Chasm) through to mid majority ( The Tornado). It is very useful for HR as well. If you have not read it - and are in any way in a high tech company - do so immediately. If its been awhile since you read it - its well worth the reread. It remains a concise book to company success and although an easy read , it is full of deep insights.
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Top reviews from other countries

Customer
Definitely crossed it
Reviewed in the United Kingdom on March 6, 2016
Verified Purchase
Good book that explains the product innovation cycle in a clear (albeit simplified) framework. It has a rightful place in the business innovation literature as a "must read". Only caveat of course is that it could lull the reader into thinking that this process is easy to manage as this analysis benefits hindsight bias (like almost all business books). One may find that the chasm crossing approach is quite chaotic and difficult to foresee by the entrepreneur as the industry structure is usually still rapidly evolving in the early years.
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8 people found this helpful
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Radio Engineer Type
I work in an industry forum which aims to accelerate ...
Reviewed in the United Kingdom on February 18, 2016
Verified Purchase
I work in an industry forum which aims to accelerate adoption of small cell technologies, and this book has really helped explain the two opposing mindsets on the early adopters and the mainstream, and hence why the chasm exists. Reading this has really helped me realize that going mainstream really does require a different approach and message.
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One person found this helpful
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Amazon Customer
I love marketing books and this one starts well but I ...
Reviewed in the United Kingdom on January 18, 2018
Verified Purchase
I love marketing books and this one starts well but I found it laboured its point somewhat. Worth a read, especially for people designing new products but not very engaging.
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Mr. Mark Jones
Needs to be read by upper management, but won't be.
Reviewed in the United Kingdom on October 26, 2015
Verified Purchase
Not actually containing anything innovative for people who already work in this area, is does a good job of pulling together a vision of marketing and development strategy for clueless upper management, who won't read this, just give it to their staff. (which is exactly what the book says don't do).
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Sky
Great reading
Reviewed in the United Kingdom on June 30, 2018
Verified Purchase
I really enjoyed reading this book , i dont work in the hi tech industry but the relevance to marketing spans into other industries. Well worth the reading if you are working in or associated with a sales or marketing environment.
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