Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers

by Geoffrey A. Moore

group into five classes, each of which is associated with an optimal approach: 1. Enterprise executives making big-ticket purchasing decisions focused on complex systems to be adopted broadly across their companies, 2. End users making relatively low-cost purchasing decisions focused on personal or workgroup technologies to be adopted locally and individually, 3. Department heads making medium-cost purchasing decisions for use-case-specific solutions that will be adopted within their own organization, 4. Engineers making design decisions for products and services to be sold to their company’s customers, and 5. Small business owner-operators making modest purchase decisions that are nonetheless highly material to them, given limited capital to spend and a strong need to get value back.