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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
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 th...more
Paperback, 211 pages
Published
August 20th 2002
by HarperBusiness
(first published November 1991)
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After hearing this book mentioned in Professional Software Development by Steve McConnell and by Jeffrey Fredrick at a recent Continuous Integration and Testing Conference, I finally got around to reading it myself.
Both McConnell and Fredrick referred to the book as helping describe why it's difficult to introduce change into a technology organisation.
Fredrick's summary was particularly useful, explaining that beyond people who get interested in change just for the sake of it...more
Both McConnell and Fredrick referred to the book as helping describe why it's difficult to introduce change into a technology organisation.
Fredrick's summary was particularly useful, explaining that beyond people who get interested in change just for the sake of it...more
In 2003 I reached a simple conclusion: I knew nothing about Marketing. Having created a Marketing company during college (after owning several businesses and spending more than a year selling advertising for a newspaper) with paying customers and everything!
So, I immersed myself in learning everything possible about Marketing in the context of small privately held firms. After seven years, I can honestly say that I now know nothing about Marketing... except that I know more than 99% ...more
So, I immersed myself in learning everything possible about Marketing in the context of small privately held firms. After seven years, I can honestly say that I now know nothing about Marketing... except that I know more than 99% ...more
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This completely changed my understanding about marketing.
The principle is that the buying needs of technical visionaries and the early mainstream markets are different. The former are prepared to take risks with innovative technology in the search for breakthrough improvements; the latter expect an established, whole product proven in use by people they can reference. The "chasm" is the Catch-22 situation of needing an existing mainstream customer base before mainstream c...more
The principle is that the buying needs of technical visionaries and the early mainstream markets are different. The former are prepared to take risks with innovative technology in the search for breakthrough improvements; the latter expect an established, whole product proven in use by people they can reference. The "chasm" is the Catch-22 situation of needing an existing mainstream customer base before mainstream c...more
This book came highly recommended, so I read through the first several chapters asking myself, "is this a good use of my time?" It wasn't until about 75+ pages into the book that I started to engage with the author's point and think about its applications to my own firm. There were a lot of gems in this book and by the end, it was a good use of my time. I especially benefitted from the author's recommendations for establishing early market credibility and analyzing competitors. When th...more
This is certainly one of the most insightful business books i have ever read. It is of biblical importance to anyone in the technology business, especially operating in a B2B scenario.
Apart from a cogent theoretical framework, it provides high practical, and actionable advice on how to move from one segment to the next in a technology adoption life cycle. It has certainly shown me the wrong assumptions we have made in our own business, and why.
The book helps consultants create a concrete service...more
Apart from a cogent theoretical framework, it provides high practical, and actionable advice on how to move from one segment to the next in a technology adoption life cycle. It has certainly shown me the wrong assumptions we have made in our own business, and why.
The book helps consultants create a concrete service...more
Every MBA that I know has since told me that this is a classic, and I can see why. I never knew where the concept of early adopters and the technology adoption life cycle came from. The book is well written, has a compelling concept -- the "chasm" that must be crossed from visionaries and innovators to mainstream use in tech companies and that this crossing requires completely different techniques and types of people -- and is SHORT. I love short business books.
Thanks to...more
Thanks to...more
I read the 2nd edition, updated in the late 90's (pre crash). Also, disclaimer, I'm an engineer and a manager, not in marketing. That said, for me this book read like a biography of my recent professional life, and while not always directly applicable gave me new angles from which to assess my current plans and also ideas for how to discuss plans with the business folks where I work. In short, any business book that leads me to stop every few pages to take notes on how what I've read applies to ...more
I began this book exploring a product to launch and finished it working in the business services industry. This juxtaposition helped me make sense of Moore's analysis and see its limitations.
For high-tech, or most new products, Moore is spot on. There is an adoption curve and the key challenge for success in these kinds of ventures is moving from early adopters to the mainstream. His strategy (summed as 'focus') is the way to conquer this challenge.
For services, I'm not a...more
For high-tech, or most new products, Moore is spot on. There is an adoption curve and the key challenge for success in these kinds of ventures is moving from early adopters to the mainstream. His strategy (summed as 'focus') is the way to conquer this challenge.
For services, I'm not a...more
The classic high-tech marketing book still resonates. It's easy to see how this has influenced popular high-tech marketing culture today. The examples are obviously getting a little outdated, but still quite relevant. Even though many of the specifics are not applicable to my interests (medtech), the general principles are definitely transferrable. I recommend this to anyone interested in developing new products.
I liked the way Moore breaks down the hi-tech adoption curve- the step by step process of taking a disruptive technology to market is impressive and useful.
I liked the analogy of D-Day to entering the early majority segment, and also the characterization of each segment based on what conditions must be met for them to buy.
It's an intricate book though- took me months to get through and it's only a few pages...
I liked the analogy of D-Day to entering the early majority segment, and also the characterization of each segment based on what conditions must be met for them to buy.
It's an intricate book though- took me months to get through and it's only a few pages...
Even though the examples are dated, this book is still a must reading.
Go read it. No, study it. No, apply it. Save time and just read this book only.
I just read it and I was blown away as to how relevant it still is.
I just wish he would come up with a new edition. But since it is so relevant, I don't think he is going to cash in like other authors do of very successful books.
no pint in marking this book to re read - i use it -and the successors - tornado and fault line - not to forget darwin - each works in its own right - each is applicable - even today - MASSIVE fan of the books, the chasm theory, the chasm group and Geoff.
And yes - i did finish this book before it was published - i read the first edition !
And yes - i did finish this book before it was published - i read the first edition !
By far one of the most essential marketing books when you are in high tech marketing!
If you want to learn why marketing to early adopters is completely (yes, completely) different than to the early majority, than this book is all you need.
The chasm exists people and it can be one hell of a trap if you don't know how to cross it.
If you want to learn why marketing to early adopters is completely (yes, completely) different than to the early majority, than this book is all you need.
The chasm exists people and it can be one hell of a trap if you don't know how to cross it.
I do not have a marketing background so I can't be terribly critical of the content. I found it to be an interesting read. Some of the material is dated (last revision was in the 90s) but I think the concepts still translate. The predictions for the impact of the internet on marketing for high-tech were broad and mostly accurate. A few too many biblical and WWII references for my taste.
I was assigned to read this book in my Strategic Decision Making class for my MBA. It is a good book. I thought I would be bored to tears but I wasn't. The opening chapter of the book is "If Bill Gates can be a billionare, why can't I?" Well, why can't I? This book will help you learn how to strategically market your business and helps you understand why some businesses work and why others do not. The book actually contains some pretty unique and understandable theories.
Rickeclectic
rated it
Recommends it for:
High Tech folks in business, marketing or development
Shelves:
business
Important book on marketing high tech products (which could cover a lot of ground these days). A classic. Moore talks about how the early adopters of a new product or technology give way to mainstream customers (or should if you succeed) and how they differ and how you cross that chasm.
Kenia Perez
added it
This book sets out an incredible marketing strategy for conquering the jump into the mainstream market. It speaks all about high tech companies, but I believe the overall concepts can be applied to any type of business. Highly recommended for any aspiring entrepreneur!
great and inspiring book!
- written in 1991 and till today state of the art
- i guess it was apple´s blueprint for the iPhone launch
Geoffrey A. Moore (Author)
- written in 1991 and till today state of the art
- i guess it was apple´s blueprint for the iPhone launch
Geoffrey A. Moore (Author)
A must-read for anyone working in a technology-focused industry. Pay particular attention to the bell curve diagram (technology adoption by market segment), the "whole product" donut, and most importantly, the tips for moving from one group to the next.
Довольно скучная и нудная книга про более-менее очевидные вещи.
Выбросить всю воду и повторения - останется 10% полезного материала.
Выбросить всю воду и повторения - останется 10% полезного материала.
This book has some excellent lessons on high tech marketing, and is also very readable, with good anecdotes and examples to clarify every point. Unfortunately I lost it in Korea, so I'll have to get another copy so I can finish it.
I remember reading this in 1999 during the tech boom and being fascinated by the model and how it accurately described what was happening in all the tech industries. A classic!
How to think about your product or service in terms of customers needs, wants and pain. How to think about each stage of growing a startup and what is needed to reach each group.
This is the sort of book you read if you're interested in questions like, "Why will there never be a year of the Linux desktop?" or "Why was Facebook successful?"
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Read for bootcamp. LOTS of good ideas.
In hindsight, wish I wouldn't have. Should have read Four Steps to the Ephiphany instead.
Didn't quite finish.
In hindsight, wish I wouldn't have. Should have read Four Steps to the Ephiphany instead.
Didn't quite finish.
Still a classic in spite of its age. The lessons set out in this book are as relevant today as when it was written, when Wordperfect was still alive.
Good principles but dated examples make this a good but not perfect book. Very easy to skim and not feel like you are missing much.
first third is common knowledge by now, the last one appears a bit dated, but the middle part still has something to offer to today's tech entrepeneur
I really enjoyed the initial chapters where Moore lays out the segments and high tech life cycle. The last few chapters are fillers. Too bad. I skipped them as there was not much to learn.
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