Crossing the chasm, in practice andreessen horowitz. Chasm is unabashedly about and for marketing within hightech enterprises. Recommends a sweeping redesign of the american health care system. Download for offline reading, highlight, bookmark or take notes while you read crossing the chasm, 3rd edition. Jan 11, 2020 moores first book, crossing the chasm, has become somewhat of an industry standard, undergoing two revisions to bring the original 1991 text up to date with this 2014 paperback third edition. One may find that the chasm crossing approach is quite chaotic and difficult to foresee by the entrepreneur as the industry structure is usually still rapidly. Enthusiast love it for its architecture and idea, but nobody else. This is because technology is a central interest in their.
His first book, crossing the chasm, focuses moores lifes work has focused on the market dynamics surrounding disruptive innovations. Marketing and selling hightech products to mainstream customers from the worlds largest community of readers. If you are not one of the thousands of businesses and universities incorporating the chasm insight into your operations. But you might not even know what chasm were talking about. The chasm is the gap between sales to technically literate buyers and mainstream buyers. Even though the book was published way back in technologys paleolithic era of 2008, its principles and insights still stand up today. In 2006, tom byers, director of the stanford technology ventures program, described it as still the bi. Its clear that a lot of product strategy books drew inspiration from crossing the chasm. Marketing and selling hightech products to mainstream customers or simply crossing the chasm 1991, revised 1999 and 2014, is a marketing book by geoffrey a. Crossing the chasm 1991 and inside the tornado 1995 should be read in combination. Originally, both the author and publisher assumed the book would be of interest to a mere niche group of people and would probably.
Like crossing the chasm, we feel comfortable including this one because it has stood the test of time. In 2006, the director of the stanford technology ventures program, described it as still the bible for entrepreneurial marketing 15 years later. Marketing and selling hightech products to mainstream customers or simply crossing the chasm, is a marketing book by geoffrey a. Crossing the chasm, 3rd edition by moore, geoffrey a. Considering most successful crossings of the chasm have happened over 10 years later, this is staggering. Entering the main market is an act of aggression, you invade the territory of other players, so plan your attack as if it were a military operation. While early adopters are willing to sacrifice for the advantage of being. While early adopters are willing to sacrifice for the advantage of being first. Crossing the chasm has become the bible for bringing cuttingedge products to. The thing is that what works for the innovators and early adopters, does not work for. Does it make sense to read geoffrey moores crossing the chasm if i. Introductionthe greatest peril in the development of a high tech market lies in making the transition from an early market dominated by a few visionary customers, to a mainstream market dominated by a large block of customers who are predominately pragmatists. Moore is an author, consultant and venture partner. Discover similar books recommended by the worlds most successful people in 2020.
The smaller chasm is when an exciting product cant translate into a major new benefit like esperanto. Jan 04, 2018 crossing the chasm summary four minute books 1sentencesummary. But the broader point im making, and would like to further emphasize in this post, is that the application of the crossingthechasm model isnt straightforward. He has coined the term the chasm and some others, like escape velocity. Marketing and selling hightech products to mainstream customers in 1991. When we started zer0 to 5ive in 1999, the positioning model in crossing the chasm became the heart of step 2 of our zer0 to 5ive roadmap positioning and messaging the core of all sales and marketing. His first book, crossing the chasm, focuses on the challenges startup companies face transitioning from early adopting to mainstream customers. Create the whole product dont try to cross the chasm without a complete feature set and all major bugs eliminated. Are there books that put out different strategies and case studies. In 2006, the director of the stanford technology ventures program, described it as still the bible for entrepreneurial. In his first book, moore argues that in order to successfully cross the chasm you must do the following. Best books for becoming a good manager business insider. Jan 21, 2018 the location of each lore book in coldharbour three of the books can only be obtained by crossing the chasm. In the book it is a general guideline, yet the type of paths different companies take are quite different.
One drawback is that there are some outdated references and examples, but most are still relevant. Choose your first niche by finding the most attractive customer segment. Defining the beach head strategy finding one very specific target market and going after it with full force. Mar 17, 2009 here is the bestselling guide that created a new game plan for marketing in hightech industries. Does it make sense to read geoffrey moores crossing. These best practices are based on geoffrey moores bestselling books crossing the chasm, inside the tornado, living on the fault line, dealing with darwin, and escape velocity plus hundreds of client engagements with hightech companies. His books crossing the chasm and inside the tornado subsequently became required reading in hightech and notsohightech companies alike. Here is the bestselling guide that created a new game plan for marketing in hightech industries.
In his book crossing the chasm, moore helps you figure out how to get past the chasm or avoid it in the first place. Introduction the greatest peril in the development of a high tech market lies in making the transition from an early market dominated by a few visionary customers, to a mainstream market dominated by a large block of customers who are predominately pragmatists. When it comes to work books i definitely like to ask my leaders what their favorite books are. This work provides principles for specific direction for policymakers, health care leaders. Over the past week, i decided to tackle a book that has been sitting on my shelf for a couple of years. Crossing the chasm is a marketing theory that was made accessible by geoffrey a. Marketing and selling disruptive products to mainstream customers ebook written by geoffrey a. Moores first book, crossing the chasm, has become somewhat of an industry standard, undergoing two revisions to bring the original 1991 text up to date with this 2014 paperback third edition. For a reason, this book should be labeled as a textbook, not like a freetime one. Geoffrey moore hightech marketing illusion the technology adoption life cycle innovators they pursue new technology products aggressively. Crossing the chasm is derived from the authors work as a high technology consultant in silicon valley. Marketing and selling hightech products to mainstream customers by moore, geoffrey a. The former pages talk page can be accessed at talk.
Mar 14, 2016 guess the year crossing the chasm was published in until 2 minutes ago, i wouldve guessed something like 2005, you know, the early facebook years. Crossing the chasm and a few other favorite books zer0. Dec 11, 2012 crossing the chasm has become the bible for brining cuttingedge products to progressively larger markets. This revised and updated edition provides new insights into the realities of hightech marketing, with special emphasis on the internet.
Crossing the chasm, like the other books, is about and for marketing within hightech enterprises. In 1991, management consultant and author geoffrey a. Crossing the chasm geoffrey moore strategies for influence. Now hes back with a book for established businesses that need to learn how to adaptor suffer the slow declines into marginalized performance that have characterized so many fortune 500 icons in recent years. Position the product appropriately for skeptical pragmatists who make up the early majority. To effectively position your product in customers minds, use a powerful claim to demonstrate market leadership. From the perspective of a founder, the model doesnt always play out as youd expect.
However, there are gaps in the model large enough to derail the most promising startups as they transition from one category of consumers to the next. The chasm is just another way to describe a common phenomenon. 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. Moores view is that high tech products require marketing strategies that differ from those in other industries. This edition provides new insights into the realities of hightech marketing, with special emphasis on the internet. Crossing the chasm has become the bible for bringing cuttingedge products to progressively larger markets. Some may think of it as the trough of disillusionment.
Of course, my main reason for reading this book wasnt genealogy, despite the fact that family history is always on my mind. Lets dive straight into this book, crossing the chasm, by geoffrey a. Geoffrey moore is an author, speaker, and advisor who splits his consulting time between startup companies in the mohr davidow portfolio and established hightech enterprises, most recently including salesforce, microsoft, intel, box, aruba, cognizant, and rackspace. Its essential reading for anyone with a stake in the. Moore introduced the phrase crossing the chasm to the world of hightech product marketing. Well, geoffrey moore would tell you that youre in the chasm. Moore shows that in the technology adoption life cyclewhich begins with innovators and moves to early adopters, early majority, late majority, and laggardsthere is a vast chasm between the early adopters and the early majority. This seems like marketing 101, but the author goes into great detail about why this is so important when crossing the chasm. Guess the year crossing the chasm was published in until 2 minutes ago, i wouldve guessed something like 2005, you know, the early facebook years. Crossing the chasm has become the bible for bringing cuttingedge products to progressively larger ma the essential book. The location of each lore book in coldharbour three of the books can only be obtained by crossing the chasm.
Its essential reading for anyone with a stake in the worlds most. Geoffrey moore is one of the most respected and bestselling names in business books. Marketing and selling disruptive products to mainstream customers. Crossing the chasm by geoffrey moore marketing pills. Crossing the chasm gives high tech startups a marketing blueprint, in order to make their product. Crossing the chasm only talks about getting past the chasm in vague ways. Crossing the chasm has become the bible for brining cuttingedge products to progressively larger markets. The gap between these two markets is often ignored and is called the chasm. Log in or sign up to leave a comment log in sign up. Having just reread both, i consider them even more valuable now than when they were first published. Moores exploration and expansion of the diffusions of innovations model has had a significant and lasting. Diffusion of innovations is one of my favorite books and crossing the chasm. The biggest gap is the one between early adopters and early majority, and in crossing the chasm, author geoffrey a. His other bestsellers include inside the tornado, the gorilla game and living on the fault line.
Ive read all three, and i would recommend doing the same. Thats 25 years ago and also the year this handsome guy was born points at self. This is certainly one of the most insightful business books i have ever read. In his widely quoted crossing the chasm, he identified and addressed the greatest challenge facing new ventures. Does it make sense to read geoffrey moores crossing the. Crossing the chasm crossing the chasm is a marketing theory that was made accessible by geoffrey a. Moores exploration and expansion of the diffusions of innovations model has had a significant and lasting impact on high tech entrepreneurship. The chasm is a gap between visionary early adopters and the pragmatic majority. Joe schoendorf, executive partner, accel partners crossing the chasm has contributed more to the art and science of hightech marketing than any other book in the last decade. Find all the books, read about the author, and more. They sometimes seek them out even before a formal marketing program has been launched. Apr 19, 2017 in his book crossing the chasm, moore helps you figure out how to get past the chasm or avoid it in the first place. What was one of the most memorable moments of crossing the chasm.
Moore that focuses on the specifics of marketing high tech products during the early start up period. Crossing the chasm, 3rd edition collins business essentials paperback january 28, 2014. Simply put, it means getting from the point when the users of your product are mainly innovators and early adopters to the point when you reach early majority. It seems like its possible to change a lot more before taking the leap over the chasm as described in the book to become mainstream. Only caveat of course is that it could lull the reader into thinking that this process is easy to manage as this analysis benefits hindsight bias like almost all business books. This edition provides new insights into the realities of hightech marketing, with special emphasis on. The dilemma is more like a thesis, but the other two are highly actionable and. Marketing and selling disruptive products to mainstream customers author.
Crossing the abyss is like the beginning of an invasion, first conquer the bridgehead a market niche. Text andor other creative content from this version of prechasm was copied or moved into crossing the chasm with this edit. If you are a seller for this product, would you like to suggest updates through seller. At this point in time 2016 i would say the dilemma is now the weakest of the three, and a better alternative is to read christensens recent article in h. Crossing the chasm requires moving from an environment of support among visionaries back into one of skepticism among pragmatists. Crossing the chasm and a few other favorite books zer0 to 5ive.
Oct 10, 2014 ive read all three, and i would recommend doing the same. Crossing the chasm, 3rd edition collins business essentials. There are lots of repeats crossing the chasm, innovators dilemma. Chasm institute llc helps hightech teams learn, apply, and implement best practices in market development strategy. What does the phrase crossing the chasm mean in reference. We would be remiss to not include this book in our list of the best product management books.