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

[Michiel Berger]

Waardevol boek over het verschil in het maken, marketen en verkopen van een technisch product aan de onvermijdelijk verschillende doelgroepen. Als startup verkoop je aan innovatoren, en als je wil groeien zal je de 'kloof' moeten overbruggen naar de mainstream. Dat is lastiger dan het lijkt en heeft invloed op werkelijk álles. Voor een deel is dit boek herkenning van veel dingen die we deden bij Nedstat dankzij die bredere organisatie) waarbij we mensen, product, marketing etc aanpakten. Daarmee is dit boek bijna een soort draaiboek: hoe groei je als bedrijf uit de innovator-fase. Waar je wel doorheen moet lezen zijn de vele verouderde voorbeelden. Het is uit de jaren 90 dus reken op verhalen over Palm, Yahoo, en het internet dat alles zal gaan veranderen. Toch is het heel waardevol om te lezen. Hoewel de omstandigheden veranderd zijn, zijn de problemen waar je tegenaan loopt als bedrijf hetzelfde. En de manieren waarop je daar op moet inspelen zijn van alle tijden. Aanrader voor tech ondernemers/marketers/product managers/...

[Niels]

Mooi boek met heel wat uitleg rond technologische zaken en hoe dit op de markt te zetten.

[Lucas]

Niet doorheen te komen en erg outdated. Op de helft gestopt.