Show notes / PDF and Infographic / Crossing the Chasm by Geoffrey A. Moore uncovers how to propel disruptive technologies into the mainstream market, revealing that mastering this pivotal leap can turn your innovation into the next big thing everyone wants.
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Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey Moore
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Synopsis
Crossing the Chasm offers an outline of the process of transitioning your product through the five segments of the market. These segments begin with innovators and move to early adopters, early majority, late majority, and laggards. There is a vast chasm between the early adopters and the early majority. Early adopters are willing to sacrifice for the advantage of being first. However, the early majority wait until they know that the technology offers productivity improvements. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.
Geoffrey Moore’s Perspective
Geoffrey Moore is a bestselling author, speaker, and advisor who splits his consulting time between start-up companies and established high-tech enterprises such as Salesforce, Microsoft, and Google. Moore has a bachelor’s in American literature from Stanford University and a Ph.D. in English literature from the University of Washington. After teaching English for four years at Olivet College, Moore began a career in high-tech as a training specialist. Over time, he transitioned first into sales and then into marketing. Moore found his niche in marketing consulting. He first worked at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.
StoryShot #1: The Technology Adoption Life Cycle
Discontinuous/disruptive innovations require a change in consumer behavior. Subsequently, market penetration often requires consistent, discontinuous innovation. To outline the stages one should adopt for market penetration, Moore introduces The Technology Adoption Life Cycle. Within this model, customers fall into one of five graph segments. This graph displays a bell curve with segments related to psychological and demographic characteristics.
Segment 1: Innovators
Segment 2: Early Adopters
Segment 3: Early Market Pragmatists
Segment 4: Late Majority
StoryShot #2: Two Cracks and a Chasm
StoryShot #3: Choosing which Market Segment to Target
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