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

by Geoffrey A. Moore

What does work for product managers, on the other hand, are tactical “whole product” alliances. These alliances have one and only one purpose: Accelerate the formation of whole product infrastructure within a specific target market segment in support of a segment-specific compelling reason to buy. The basic commitment is to codeliver a whole product and market it cooperatively. This benefits the whole product manager by ensuring customer satisfaction. It also benefits the whole product partners by expanding their marketplace without them having to do any of the marketing. As long as each side lives up to its part of the bargain, there is good reason to expect success.