Thirty-five years ago, at the height of the TV age, two marketing experts published Positioning—about maneuvering a product to the top of an existing market.1 In 1991, as the microprocessor brought computing to the masses, another book, Crossing the Chasm, focused on the marketing challenges of innovation—developing a new product for an existing market.2 In 1997, with the dot-com explosion taking hold, The Innovator’s Dilemma introduced the concept of disruptive innovation—how a radically innovative product
book list
