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

by Geoffrey A. Moore

Visionaries are not looking for an improvement; they are looking for a fundamental breakthrough. Technology is important only

Creating the competition is the single most important marketing communication decision made in the battle to enter the mainstream. It begins with positioning your product within a buying category that already has some established credibility with the pragmatist buyers. That category should be populated with other reasonable buying choices, ideally ones with which the pragmatists are already familiar. Within this universe, your goal is to position your product as the indisputably correct buying choice.