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

by Geoffrey A. Moore

The Apple iPad is a prime example of leveraging the High-Tech Marketing Model end to end. Launched in 2009 after being demoed at MacWorld by Steve Jobs, its touch-interface dynamics and gorgeous display of images made it an instant hit with Mac enthusiasts, selling three hundred thousand units its first day. Then visionary executives began using it as their personal digital assistant, especially for email and presentations, forcing their CIOs to find a way to accommodate them. Then sales executives, the ultimate pragmatists, found that iPads were great for one-on-one presentations to economic buyers, and now whole sales forces were getting outfitted.

Getting sponsors that has the power to influence the early majority.