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

by Geoffrey A. Moore

Sample Scenario 1. HEADER INFORMATION. At the top of the page you need thumbnail information about the end user, the technical buyer, and the economic buyer of the offer. For business markets, the key data are: industry, geography, department, and job title. For consumer markets, they are demographic: age, sex, economic status, social group. For our sample scenario, we are going to focus on a lighting designer who is bringing to market a new line of fixtures for the home. The plan is to sell these through wholesale distributors to interior decorators and designers acting as agents for their relatively wealthy clientele. In this context our key header information is: Economic buyer: The client who ultimately pays for the lighting fixture. End user: The interior designer who will guide the client in making the choice. Technical buyer: The home maintenance provider or building contractor who will install the fixture.