Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers
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 ear...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
It was pretty good:
- a well-articulated model describing high-tech marketing on various stages of its adoption life cycle;
- clear implications of adopting such a model were presented and well-organized;
- the author gave examples of real-world products and how the model applies to them;
- there were instructions and ...more
I cant say his directions are wrong. But I wasn't convinced they were right.
I'm sure many other people have failed to even consider these components before rushing to implement on his ad ...more
Although I got the 1997 edition, it is yet relevant to the high tech industry nowadays. Yet, found it hard to get the examples of the 90s companies that are no giants, or even exists, now.
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 str ...more
These are among the dozens of passages of greatest interest and value to me:
Page 8 Most important lesson of crossing the chasm
Page 25 discovering the chasm
Page 39 last paragraph, what technology enthusiast want
Page 49 last ...more
I wasn't really sure if this was going to be for me (and the latest edition is form 1998, so, it might have been a bit dated) but this was actually a great surprise. The idea of the chasms when marketing products, specially in tech, really resonates with what happens in the market and we can compile a huge list of companies and products that have died somewhere along the way while trying to cross one of the chasms to become a mainstream product.
The book defines markets as ...more
That said it's very dated, and most of the advice pertains to large products. The paradigm it establishes has no room for crowdfunding, or for companies like 37signals that don't hardsell anyone. It's a very sales-driven viewpoint on things for a corporate world that's very focused on the bottom ...more
Traditional technological product adoption cycle has a huge flaw on its premise. It assumes that the adoption of the product will automatically diffuse from early users (technologist and visionary users) to followers (early majority, late majority, and laggard). In fact, we should concern about the different set of paradigm in which we use to attract and communicate with both group. Early users w ...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
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
Thanks to Will, my sculptor/altern ...more
I thought this was really well written. I’ve had it recommended by a number of lecturers and I can see why. The main idea is that breaking into mainstream markets is best achieved by first narrowing the firm’s focus to a specific segment where the product can be established as the clear leader.
Although the subject matter gets a little dry, Moore’ ...more
Why "a-must-get-familiar-with" but not "a-must-read"? Because the concept presented is very interesting & vital, but the book itself is at most average. The parts worth the greatest attention are 0-20% & 50-60%, the rest is a bit boring & repetitive, but fortunately not outdated (latest edition was updated in early 2010s).
Another slice of advice: this is a _marketing_ book. Vast background on the subject is not r ...more
I had the opportunity to pick this book up from a little library in the company that I work at, and I thought why not?
Although I am not interested in marketing, it was very interesting to learn about the Technology Adoption Life Cycle.
The history of some companies was also nice, but it fell flat for the ones that I had never even heard of the company nor their products.
Most important ideas will probably be 'owning the niche' early on and the need to adapt the org and sales strategy as the technology adoption lifecycle progresses.
The thing I really loved about this book is its structure. Every chapter has specific goals and in the end of each chapter a checklist with actions to do makes it a handbook for success in what you do!
It is not the kind of book you read once, but the book that you go back every time you want to rethink strategic development of your company.
The authors examples and insights have since mostly been proven. Also very impressive.
If this doesn't inspire thinking about your marketing strategy and efforts I don't know what will.
"You do not have to pick the optimal beachhead to be successful. What you must do is win the beachhead you have picked."
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Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focus ...more