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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Paperback – August 1, 2006

by Geoffrey A. Moore (Author), Regis McKenna (Foreword)
4.3 4.3 out of 5 stars 460 ratings
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Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
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  1. Part of series
    Collins Business Essentials
  2. Print length
    227 pages
  3. Language
    English
  4. Publication date
    August 1, 2006
  5. Dimensions
    5.35 x 0.63 x 7.95 inches
  6. ISBN-10
    0060517123
  7. ISBN-13
    978-0060517120
  8. See all details
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Customer reviews

4.3 out of 5 stars
460 global ratings

Customers say

Customers find the book sensible, interesting, and easy to read. They appreciate the great insights and fundamental concepts. Readers describe the book as a light, breezey read. Opinions are mixed on its erasure, with some finding it timeless and classic, while others say it's outdated.

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ReadabilityInsightEase of readingErasure
33 customers mention "Readability"33 positive0 negative

Customers find the book sensible, timeless, and interesting. They say it has an excellent review of how to go about segmented markets and how to find customers. Readers also mention it's a good reference book that is easy to understand.

"...It is a pleasure to read and will withstand several re-readings. I highly recommend it to any businessperson, engineer, entrepreneur or investor." Read more

"...It's still amazing.This book is a classic for a reason. Well-written, organized simply, very easy to follow and understand, and contains..." Read more

"...This is well worth reading, though if you read only one book by Moore, make it his latest, Living on the Fault Line." Read more

"...Moore's book is breezy and highly readable. This is great can't-sleep-on-the-airplane material...." Read more

29 customers mention "Insight"29 positive0 negative

Customers find the book has great insights and is a valuable field guide. They say the concepts are fundamental and pervasive in many walks of life. Readers mention it provides well-thought-out strategies for bridging the gap. Overall, they describe the book as informative and useful for entrepreneurs.

"...Nonetheless, overall this book is a must recommend for all entrepreneurs, technology enthusiasts and product managers...." Read more

"...The book is packed with examples, strategies, tactics and marketing insights which are not easily sumarized in a brief review...." Read more

"...simply, very easy to follow and understand, and contains a mountain of experience and insight, all boiled down into something anyone can digest...." Read more

"...Moore's book provides well thought out strategies for bridging this gap...." Read more

6 customers mention "Ease of reading"6 positive0 negative

Customers find the book easy to read and understand. They appreciate the examples and light reading.

"...Well-written, organized simply, very easy to follow and understand, and contains a mountain of experience and insight, all boiled down into..." Read more

"...Moore's book is breezy and highly readable. This is great can't-sleep-on-the-airplane material...." Read more

"...The topic is broken down in a way thats easy to understand. Theres a ton of useful, insightful, and valuable content in here...." Read more

"...But its light read, with lots of examples...." Read more

6 customers mention "Erasure"3 positive3 negative

Customers have mixed opinions about the book. Some mention it's timeless and classic, while others say it needs new, updated case studies.

"...Don't worry about the age of the edition: the book is sensible and timeless (though perhaps some of the examples/cases might seem old)." Read more

"...Certain not so good things about the book:- Most examples are bit dated as this book was written quite sometime ago so young folks might not..." Read more

"Old classic book, still a must-read for any business person..." Read more

"...I find this book to be extremely useful, but outdated. I think new, updated edition has to be published, otherwise the book is history...." Read more

Top reviews from the United States

S P
5.0 out of 5 stars Even if you think you know it, you should read it
Reviewed in the United States on May 12, 2013
Verified Purchase
I had heard of this book so many times during my MBA and startup days so I always wanted to read it. But because this book is so highly quoted, I had also read various summaries and articles written around it. Reading these gave me the feeling that I know enough of what this book is all about and so perhaps I can give it a skip.

Turns out I was wrong. No matter how much you think you know it, this book is still a goldmine. In spite of knowing the basics of diffusion curve and the way innovation spreads, I still got to learn many new things. Just to highlight a few:
- Why do products with better features don't always end up winning the market?
- What are the peculiarities of users in each segment of diffusion curve?
- Difference between a sales driven and a market driven company and which one you should be?
- The importance of hitting the right pain point and choosing the right niche

Certain not so good things about the book:
- Most examples are bit dated as this book was written quite sometime ago so young folks might not have heard of these companies
- Certain parts of the book specially the sales strategy seem to be applicable more to the B2B businesses and less for B2C type consumer internet businesses
- Also certain portions of the book, specially the last chapter or so, seems like a little outdated in present context of 2013

Nonetheless, overall this book is a must recommend for all entrepreneurs, technology enthusiasts and product managers. It should be a part of your library as there will be times when you will have to look back and reference certain parts of it.
3 people found this helpful
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Amit Deshpande
4.0 out of 5 stars Great read for a newbie high tech marketer
Reviewed in the United States on December 27, 2011
Verified Purchase
The author's emphasis is on distinguishing between the selling and marketing tactics for the early innovators versus the mainstream customers. There is a chasm between the innovators and mainstream market and the author dedicates the book outlining the various steps a high tech company should perform to successfully navigate through the chasm.

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. Unlike (the product alternative)
5. We have assembled (key whole product features for your specific applications)

- Why is elevator speech important ?
1. Your claim cannot be transmitted by word of mouth consistently.
2. Marketing communications will be all over the map.
3. R&D will be all over the map.
4. You are not likely to get financing from anybody with experience.

- The product alternative in your elevator speech helps customers understand your technology leverage (what you have in common) and your niche commitment (where you differentiate). Market alternative helps people identify your target customers (what you have in common) and your compelling reason to buy (where you differentiate).

- Positioning: Goal should be to make products easier to buy not easier to sell. The four stages in positioning:
1. Name it and frame it - Positioning needed to make a product easy to buy for a technology enthusiast.
2. Who for and what for - Positioning needed to make the product easy to buy from the visionary.
3. Competition and differentiation - Positioning needed to make the product easy to buy for the pragmatist.
4. Financials and future plans - Positioning needed to make the product easy to buy for the conservative.

- During the chasm period, the number one concern of pricing is not to satisfy the customer or the investor, but to motivate the channel.

- When crossing the chasm we are looking to attract customer oriented distribution by using distribution oriented pricing. There are two types of pricing strategies: value based and cost based. The value based strategy is based on the final big value the client will realize using the product while the cost based is dependent upon the cost incurred to deliver the product.
27 people found this helpful
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California Dreamin
5.0 out of 5 stars Awesome book
Reviewed in the United States on February 18, 2010
Verified Purchase
This book is about market segmentation and the challenge of retargeting a business from early adopters to mainstream buyers. I have seen businesses fail because of insufficient market segmentation, including my own business. One company I once worked for had about 30 software products (acquired through mergers) and perhaps $100M/year in revenue, but did not distinguish in its catalogs, presentation, or sales force training, between mainstream products and experimental (buggy) early adopter products. Within a year they had failed. If they understood this book they would still be around.

If I had read this book ten years earlier I would be much wealthier than I am today. The book is packed with examples, strategies, tactics and marketing insights which are not easily sumarized in a brief review. It is a pleasure to read and will withstand several re-readings. I highly recommend it to any businessperson, engineer, entrepreneur or investor.
2 people found this helpful
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JMarsh
5.0 out of 5 stars Nothing short of stellar, 13 years later
Reviewed in the United States on September 10, 2012
Verified Purchase
Before I get to the praise -- and there is praise -- it is important to realize that this book was last updated in 1998. Some of the examples might be software you have never heard of because they didn't become "household names" even if they were wildly successful in 1998.

It doesn't matter. It's still amazing.

This book is a classic for a reason. Well-written, organized simply, very easy to follow and understand, and contains a mountain of experience and insight, all boiled down into something anyone can digest.

I read this book over a few 1-hour flights, and afterward I went back through it and made notes. I was able to apply some lessons to a real-life plan immediately after reading.

Highly recommended.
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Paul Pretorius
3.0 out of 5 stars Have not read it yet, but SImon Sinek used it to convey an important message - looking forward.
Reviewed in the United States on February 10, 2014
Verified Purchase
What I do know is that book addresses a classic issue - that of how to build towards acceptance.
Very topical for us at this stage.
Looking forward
Paul Pretorius
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Top reviews from other countries

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Silvio Carvalhar
5.0 out of 5 stars Muito bom!
Reviewed in Brazil on April 3, 2021
Verified Purchase
Excelente livro
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Chetan
5.0 out of 5 stars A very good read for Product Marketing Managers
Reviewed in India on December 3, 2022
Verified Purchase
Though this book is for tech marketing, I could relates lots of things to other industries as well that includes product development and launch.
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Engineer from Japan
4.0 out of 5 stars 読んで良かったです
Reviewed in Japan on May 19, 2020
Verified Purchase
読んで良かったです
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ariel
5.0 out of 5 stars Five Stars
Reviewed in Canada on January 21, 2015
Verified Purchase
A classic.
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Mr T
5.0 out of 5 stars still relevant
Reviewed in the United Kingdom on September 19, 2013
Verified Purchase
This book is pre-2000s but it is still a very interesting read.

It is very insightful and very informative. Still very relevant in many aspects.
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