The Chasm Companion: A Field Guide to Crossing the Chasm and Inside the Tornado (Revised)

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9781841124681: The Chasm Companion: A Field Guide to Crossing the Chasm and Inside the Tornado (Revised)
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The Chasm Group is one of the world's leading high-tech consultingpractices, headed by best selling author, Geoffrey Moore, whosebooks, Crossing the Chasm and Inside the Tornado are requiredreading for anyone venturing into the high-tech industry.

Now Moore's partner, Paul Wiefels, analyses and clarifies the ideascovered in these bestsellers with a step-by-step field guideorganized around three major concepts:

* How high-tech market develop

* How to specify a winning market development strategy

* How to plan go-to-market programmes at different points in thelife cycle.

Wiefels' back-to-basics approach presents a series of models, toolsand frameworks that management teams can adapt to increase marketshare and create a sustainable platform for increasing shareholdervalue. The Chasm Companion reveals formulas drawn from real lifethat can be - and are being - used to stay on top in any economicclimate.

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Fans of Geoffrey Moore's Crossing the Chasm and Inside the Tornado will certainly be attracted to The Chasm Companion, a step-by-step manual by longtime Moore associate Paul Wiefels that lays out specific ways to apply his popular tech-oriented business principles in our fast-changing world. But even those who never warmed to the earlier works--which proposed a pragmatic path for successfully navigating the ever-moving environment of "disruptive technologies that force changes in both strategy and behavior"--could find this book appealing. Designing The Chasm Companion as a hands-on field guide, Wiefels opens by explaining six "inflection points" in high-tech market development (the Early Market, the Chasm, the Bowling Alley, the Tornado, Main Street, Total Assimilation) that he and Moore insist everyone must carefully watch and properly react to as internal and external conditions evolve. He then outlines models and tools developed in the consulting practice he co-founded with Moore that enable individual corporations to carefully craft relevant strategies that they can align correctly with the appropriate market phases defined earlier. Finally, he presents initiatives (strategy validation, whole product management, marketing communications planning, and field engagement strategy) to help these firms actually implement their plans. Graphics and sidebars help Wiefels drive his points home clearly. --Howard Rothman

From the Back Cover:

"Using The Chasm Group's models, BEA had become the fastestsoftware company in history to reach $1 billion in revenue. TheChasm Companion provides the insights that will help someone elsebeat our record." William T. Coleman III, Founder, Chairman, &Chief Strategy Officer, BEA Systems, Inc.

"Paul Wiefels offers up a comprehensive marketing toolkit. Hisknowledge of what's worked and what hasn't is a must read for everymarketing manager embarking into uncharted territory." GaryElliottt, Vice President, Global Brand and MarketingCommunications, Hewlett-Packard

"This is the must-have high-tech business survival guide for ournew century." Steve Hayden, Vice Chairman, Ogilvy Worldwide

"The Chasm Companion is an outstanding guide for anyone facing thechallenge of how to execute a successful marketing campaign for ahigh-tech product or service." Tom Kosnik, Ph.D., ConsultingProfessor, Stanford Technology Ventures Program

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9780066620558: The Chasm Companion: Implementing Effective Marketing Strategies for High-Technology Companies

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