Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers

by Geoffrey A. Moore

Models are like constellations—they are not intended to change in themselves, but their value is in giving perspective on a highly changing world.

“God loves a sailor, but he has to row for himself.”

Our emerging and evolving markets are demanding continual adaptation and renewal, not only in times of difficulty but on the heels of our greatest successes as well.

It is only natural to cling to the past when the past represents so much of what we have strived to achieve.

“FUD factor”—the fear, uncertainty, and doubt that can plague decision makers when confronted with such an unfamiliar set of products and services.

Firs negative effect of ad

The second problem with advertising is that it is a one-way mechanism of communication. As the emphasis shifts more and more from selling product to creating relationship, the demand for a two-way means of communication increases.

Awesome.. The problem with advertising

It would be much better if you could start with a fad, exploit it for all it was worth, and then turn it into a trend. That may seem like a miracle, but that is in essence what high-tech marketing is all about.

Fallse negative for Facebook as the fad was going doown...user spendin time waqs superbb

Every truly innovative high-tech product starts out as a fad—something with no known market value or purpose but with “great properties” that generate a lot of enthusiasm within an “in crowd.”

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