Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers

by Geoffrey A. Moore, Regis McKenna (Foreword)

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.

Genres: Business, Nonfiction, Entrepreneurship, Startup, Management, Buisness, Technology

211 pages, Paperback

First published January 22, 2002

About the author

Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Mohr Davidow portfolio and established high-tech enterprises, most recently including Salesforce, Microsoft, Intel, Box, Aruba, Cognizant, and Rackspace.

Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore’s most recent work, Escape Velocity, addresses the challenge large enterprises face when they seek to add a new line of business to their established portfolio. It has been the basis of much of his recent consulting.

Irish by heritage, Moore has yet to meet a microphone he didn’t like and gives between 50 and 80 speeches a year. One theme that has received a lot of attention recently is the transition in enterprise IT investment focus from Systems of Record to Systems of Engagement. This is driving the deployment of a new cloud infrastructure to complement the legacy client-server stack, creating massive markets for a next generation of tech industry leaders.

Moore has a bachelors in American literature from Stanford University and a PhD in English literature from the University of Washington. After teaching English for four years at Olivet College, he came back to the Bay Area with his wife and family and began a career in high tech as a training specialist. Over time he transitioned first into sales and then into marketing, finally finding his niche in marketing consulting, working first at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.

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Reviews

[Shinya · Rating 4 out of 5]

ハイテク製品をメインストリームに受け入れられるために、マーケットをどのように区切って考え、それぞれに対してどうアプローチすべきかを説いた本。

顧客をTechnology Enthusiasts, Visionaries, Pragmatists, Conservatives, Laggardsに分け、VisionariesとPragmatistsの間に深い溝が存在するというモデルの紹介から始まり、Pragmatistsに受け入れられるために必要な要素をつぶさに説明してくれる。全体的にコンパクトで、要点もまとまっており読みやすい。

具体的な方策をまとめると、
・製品自体に加え、それを取り囲むエコシステムを整備しWhole Productとして仕上げろ
・Pragmatistsの中でも特定のニーズを持ったセグメントに一点集中し、とにかくそこで受け入れられることを目指せ

ハイテク製品とは主にソフトウェアやハンドヘルドPCなどを指し、さらにインターネットの存在がそれほど重要でない時代に書かれている。売りたい製品がWebアプリケーションやスマートフォンアプリなどの場合、さらにはそれらに多いパターンとして無料配布が基本となる場合の適用例は示されないので、本書に書かれた内容を元に自分で頭をひねる必要がある。

売りやすくするのではなく買いやすくしろ、エレベーターピッチはこう作れなどマーケティング/セールス一般の知恵も一部混じっている。

邦題は「キャズム」。

2011-08-06