Crossing the Chasm, 3rd Edition: The Updated Version of the Insightful Guide on Bringing Cutting-Edge Products to the Mainstream (Collins Business Essentials) - Softcover

Moore, Geoffrey A.

Softcover

ISBN 10: 0062292986 ISBN 13: 9780062292988

Publisher: Harper Business, 2014

Synopsis

The bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.

With over a million copies sold, Geoffrey A. Moore’s classic has become the definitive model for any company launching disruptive innovations.

Why do most high-tech ventures fail? They fall into the chasm―the vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you can’t cross this chasm, your technology is doomed.

This bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market:

• The Technology Adoption Life Cycle: Learn to identify the five distinct customer segments―from Innovators to Laggards―and understand why the gap between visionaries and pragmatists is the point of greatest failure.
• Target the Point of Attack: Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly.
• Assemble the Invasion Force: Master the "whole product" concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers.
• Define the Battle: Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.

About this title

About the Author

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, Living on the Fault Line, and other groundbreaking books for high-tech innovators and entrepreneurs.

From the Back Cover

Praise for Previous Editions of Crossing the Chasm:

"Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys."
- James A. Unruh, CEO, Unisys

"Crossing the Chasm is no longer just the name of a great book - it has become a very effective management process. In venture capital, chasm management is a widely used boardroom tool for emerging technology companies. It works!"
- Joe Schoendorf, executive partner, Accel Partners

"Crossing the Chasm has contributed more to the art and science of high-tech marketing than any other book in the last decade. If you are not one of the thousands of businesses and universities incorporating the chasm insight into your operations, you have to be worried about your future."
- Tom Kendra, vice president, Worldwide Data Management Sales, IBM Software Group

From the Inside Flap

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with innovators and moves to early adopters, early majority, late majority, and laggards - there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

Edition details

• Publisher: Harper Business
• Publication date: 2014
• Language: English
• ISBN 10: 0062292986
• ISBN 13: 9780062292988
• Binding: Paperback
• Edition number: 3
• Number of pages: 288