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33rd out of 238 books
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399 voters
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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инновациями, прерывающими привычный порядок вещей, илипрерывающими инновациями. Противоположный термин — инновации, не прерывающие привычный порядок вещей, илинепрерывающие инновации — относится к обычной модернизации продуктов, не требующей изменений
Первый разрыв — между новаторами и ранними последователями. Этот разрыв возникает, когда продукт новейшей технологии не может быть сразу же использован как нечто не только принципиально новое, но и существенно полезное, расширяющее наши возможности...more
Первый разрыв — между новаторами и ранними последователями. Этот разрыв возникает, когда продукт новейшей технологии не может быть сразу же использован как нечто не только принципиально новое, но и существенно полезное, расширяющее наши возможности...more
A little knowledge can be a dangerous thing. This book lays out the mechanics of formulating and evolving a marketing strategy by exploring an extreme boundary case: introducing a fundamentally new product to the marketplace. The principles are relevant to all businesses everywhere. However, it would be wrong to view this book as a simple roadmap, because it is very hard to know where on the map you're starting. Do you really have something that will be regarded as a "disruptively innovative pro...more
An oldie but a goodie. This manual in the pains of starting a new business. My favorite passage, which I believe is the intro, is where the author describes his glee to be on the other side of start-up life with real money in the bank, and how knowing what he knows now he would never want to do it again. But, from the safety of his new home he's willing to share some actual lessons from his start up life in the fitful infancy of the internet industry.
That said, there are interspersed with bits o...more
That said, there are interspersed with bits o...more
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 or the visionary re...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 or the visionary re...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% of the peopl...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% of the peopl...more
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This is a good intro into marketing, as well as an experienced expose into the niche marketing of a technology start-up. I have no marketing knowledge, so this was a deep-dive intro for me. Reading this, I learned about different psyches of customers who buy products that are not yet mainstream. The chasm is a concept unique to startups, but has great application to how different people seek out and adapt to change.
The reason this did not get 5 stars is how dated this feels, even only after 10...more
The reason this did not get 5 stars is how dated this feels, even only after 10...more
Good Boook | Full Review at : www.lanredahunsi.com
Theme of Crossing the Chasm: Marketing high tech products during the early start up period.
Key Points
Technology Adoption Life Cycle,
A model for understanding the acceptance of new products.
They are five types of people/Customers according to the Technology Adoption Cycle:
1. Innovators-Innovators pursue new technology products aggressively.They sometimes seek them out even before a formal marketing program has been launched.
2. Early Adopters- Th...more
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 customers will buy one.
Th...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 customers will buy one.
Th...more
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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 the author s...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 Will, my sculptor/altern...more
Thanks to Will, my sculptor/altern...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 as sure. My business is d...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 as sure. My business is d...more
Since I read this book about a decade ago, it was my favorite book (until I recently read "Abundance"). Moore discusses the bell curve of the Technology adoption lifecycle and the product adoption patterns of Early Adopters, Early Majority, Late Majority, & Laggards. In these patterns there is a particularly important 'chasm' between the Early Adopters and the Early Majority. This is where most startups fail. Amazing book. I've read it a bunch of times and it still influences my behavior eve...more
This book certainly appears to be a great introduction not only to marketing in the technological industry, but in any industry--though I confess I am a novice on this subject. It is a useful reference for any organizations, from fledgling to mature businesses and all those in between--especially those in distress or recovery. Moore's marketing advice is both insightful and intuitive. I really enjoyed his side commentary and jokes, which help lighten the mood and make the subject and material ap...more
We discussed the Chasm concept in my Management for Launching New Ventures course at the University of Oregon, Spring 2009. I did not read this book in its entirety and allow I have yet to read The Tipping Point by Malcom Gladwell, I feel as though the books relate as they discuss the challenges of taking an idea beyond the trendsetters and early adopters to the mass markets of America and the Global economy.
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...
1 like · like · see review
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.
Moore, Geoffrey A. (1991, 1999, 2002) Crossing the Chasm, Harper Business, New York, NY. A lively and readable book that points out the gulf that often exists between early adopters of a new, high-tech product and the vast majority of customers. Moore uses an analogy of the D-Day invasion to show how to navigate the chasm and market to the mainstream.
This is definitely one of those books you want to read, and re-read every couple of years, just to keep it lessons fresh in memory. It's a must read for the high tech start up. I think it's outdated and its value now is not the same as when the book was written. There are better books which are up to date. However, It's still useful and a nice book to read.
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.
Still relevant after many years of technology selling organizations. The initial buyer that falls in love with your tech offering is very different than the larger market that we sell into "after the chasm." The sales and marketing strategy that gets you there is rarely the same one that will sustain your organization.
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.
Reminded of this book by Ian Ritchie today in the CEO Masterclass. Brilliant to remind you that starting a business isn't as simple as early adopter to real market. One to be read by all business owners, though be prepared for a old read as this is certainly not the most modernly written book.
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.
Dec 11, 2008
Rickeclectic
rated it
4 of 5 stars
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.
Jul 29, 2011
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!
A very well written book about strategy. It is written simply, and in plain English that is easy to understand. The High Tech parable is great and I have seen this play out in non high-tech companies too. I believe the strategies outlined here will work outside the high-tech industry too with research instruments and clinical analyzers for example. I also found it interesting the examples used in this book that was published in 1991 and some of the companies mentioned no longer exist or are no l...more
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