Chasm, Inside the Tornado, The Gorilla Game and Living on the Crossing the Chasm is about taking technology to the mainstream market. Gain an understanding of the key business ideas in Crossing the Chasm by Geoffrey A. Moore. Our five-page summary gives the important details you need. PDF | This article presents a framework that explains the process of Crossing the Chasm: The Technology Adoption Model as a Guide to Innovation in.
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If Bill Gates Can Be a Billionaire. 1 High-Tech Marketing Illusion. 2 High-Tech Marketing Enlightenment. PART II. Crossing the Chasm. 3 The D-Day Analogy. Geoffrey A. Moore, Crossing the Chasm, Marketing and Selling High-Tech The high-tech marketing guru (and principle of The Chasm Group marketing. Editorial Reviews. Review. "Crossing the Chasm should be the Bible for high- tech companies looking for direction with marketing and distribution challenges.
Unruh, CEO, Unisys "If you find yourself wondering why it is that the majority of potential buyers for your newest breakthrough technology are not as enthusiastic as your early adopters, read this book or risk joining the others at the bottom of the high-tech abyss. Gianni Burzi 4 years ago. Amazon Music Stream millions of songs. ComiXology Thousands of Digital Comics. Organizing to Compete in an Age of Disruption.
Share your thoughts with other customers. Write a customer review. Read reviews that mention high tech early adopters geoffrey moore early majority inside the tornado must read technology adoption high-tech marketing adopters and early lifecycle adoption lifecycle innovators and early mainstream market late majority case studies business books silicon valley reading this book innovator dilemma second edition.
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Paperback Verified Purchase. The author's emphasis is on distinguishing between the selling and marketing tactics for the early innovators versus the mainstream customers.
There is a chasm between the innovators and mainstream market and the author dedicates the book outlining the various steps a high tech company should perform to successfully navigate through the chasm.
Some key points and lessons learned: It means that moving from product related issues to unfamiliar ground of market oriented issues AND moving from the familiar audience of like minded specialist to uninterested generalist.
For target customers - beachhead segment only 2. Who are dissatisfied with the current market alternative 3. Our product is a new product category 4. Unlike the product alternative 5.
We have assembled key whole product features for your specific applications - Why is elevator speech important? Your claim cannot be transmitted by word of mouth consistently. Marketing communications will be all over the map. You are not likely to get financing from anybody with experience. Market alternative helps people identify your target customers what you have in common and your compelling reason to buy where you differentiate.
Goal should be to make products easier to buy not easier to sell. The four stages in positioning: Name it and frame it - Positioning needed to make a product easy to buy for a technology enthusiast. Who for and what for - Positioning needed to make the product easy to buy from the visionary. Competition and differentiation - Positioning needed to make the product easy to buy for the pragmatist. Financials and future plans - Positioning needed to make the product easy to buy for the conservative.
There are two types of pricing strategies: The value based strategy is based on the final big value the client will realize using the product while the cost based is dependent upon the cost incurred to deliver the product.
Kindle Edition Verified Purchase. I first read this book some years ago when I was building an early adopter product.
It's concerns going mainstream, appealing to pragmatic buyers seemed remote and misplaced. Having been through the chasm I have grown to appreciate it's sound advice. What is necessary to achieve early product success is very different from enduring , mainstream success.
Building a whole product solution is as important, if not moreso, than marketing a cutting edge subcomponent.
Valuable Field guide to a difficult problem. One person found this helpful.
This is my second time through this canonical tech marketing book. The book explains the keys to bringing new tech to market. In particular, the ideas of narrowing to a nitche and assembling a whole product when crossing the chasm. This helps mainstream customers buy as they see a product as a market leader. This is when a category transitions from a product-focused sale to techies and visionaries, to a market-drive sale to more pragmatic and risk adverse customers.
This book offers a true blueprint for companies looking to market and sell innovative high-tech products in a mainstream market. This blue print begins by segmenting customers into groups with different needs and goals innovators, early adopters, early majority, late majority and laggards. These groups do not form a continuous spectrum.
Indeed, there are gaps that exist that any company looking to succeed needs to understand and bridge. Once the company identifies the highly specific target segment within a mainstream marketplace, they then proceed to understanding their compelling reasons to buy.
Then they must build around the notion of a "whole product" with the aid of partners as required to make that a reality. To further help the customer, the company must clearly define their competition and how they position themselves with respect to them. Finally comes selecting a distribution channel and ensuring that the sales force is empowered to deliver the required results. From my perspective, this book helps any IT executive understand how to better work with technology vendors.
In addition to helping them identify the ones that are indeed there to stay and grow. It also pushes IT executives to make fundamental decisions on where in the consumer spectrum they want to position themselves based on their needs and the risks that they are willing to undertake.
In all a very good and informative read. Despite it being originally written in the 90s the fundamentals of the blueprint still hold true. This is a true bible in the field of technology marketing.
On the critiquing side, I would say that this book could have been written in a more concise fashion. It seemed slow at times, when reading it. Also, it would have been great to see updated examples of the principles described which would make it easier to reflect upon from a more recent perspective. Diffusion of Innovations is one of my favorite books and crossing the chasm borrows the academic concepts in DoI towards a practical business strategy.
The concepts it details are also applicable to many different problems that come around when a new idea is introduced into the world.
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