Andre kearns book summary key introductory concept the diffusion of innovations theory argues there is a chasm between the early adopters of the product the technology enthusiasts and visionaries and the early majority the pragmatists. The thing is that what works for the innovators and early adopters, does not work for. Nov 03, 2017 the first few pages of geoff moores crossing the chasm were sufficient to blow my mind. 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. Nov 19, 20 about 30 years after rogers completed his research, geoffrey moore wrote crossing the chasm. Pick up the key ideas in the book with this quick summary. Jul 28, 2015 ive been reading crossing the chasm by geoffrey moore, one of the most celebrated reads in the hightech marketing space. Moores core insight was that new technologies often fail to parlay their popularity among early adopters into massmarket appeal.
Crossing the chasm presentation linkedin slideshare. His latest book crossing the chasm the third edition is moores book. 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. To cross the chasm, moore advocates that a company focus on a single market, a beachhead, win domination over a small specific market and use it as a springboard to adjacent extended markets to win. Crossing the chasm has become the bible for bringing cuttingedge products to progressively larger markets. Ive been reading crossing the chasm by geoffrey moore, one of the most celebrated reads in the hightech marketing space. Rethinking crossing the chasm alex iskold 1 06 aug 2007 web in 1991 geoffrey a.
In his book crossing the chasm, moore helps you figure out how to get past the chasm or avoid it in the first place. This is because technology is a central interest in their. Based on a revolutionary new model and filled with practical insights, crossing the chasm is a landmark book. Crossing the quality chasm building a better delivery. Mar 17, 2009 here is the bestselling guide that created a new game plan for marketing in hightech industries. Moore wrote a book that became widely read and quoted in the business community and turned into a theory. Dec 11, 2012 crossing the chasm has become the bible for brining cuttingedge products to progressively larger markets. Moores classic 1991 book on technology marketing, crossing the chasm.
According to gtm research, several states are in the earlyadopter stage defined as between 2. Adoption curve with the chasm powerpoint diagram slidemodel. Early adopters buy into new product concepts very early in the life cycle, but. Marketing and selling disruptive products to mainstream customers ebook written by geoffrey a. There is a gaping hole between early adopters and the mainstream. Each of these categories is then analyzed and you are shown how best to market to each of these groups. His other bestsellers include inside the tornado, the gorilla game and living on the fault line. In crossing the chasm, geoffrey moore, the worlds leading hightech and communications guru, throws out old marketing ideas to clear space for the special realities of the hightech market. A new health system for the 21st century is a report on health care quality in the united states published by the institute of medicine iom on march 1, 2001.
Mar 21, 2017 t wentyfive years ago, i read the book crossing the chasm by geoffrey moore and took away insights that have had a lasting impact on how i think about the startup industry even today. I just learned im speaking at a conference this summer with geoffrey moore, author of crossing the chasm. What are some recent examples of hot new technology. All development and marketing efforts should be focused on a single target. The first few pages of geoff moores crossing the chasm were sufficient to blow my mind. Recall form last weeks article i discussed the phenomenon of the discontinuity in the technology adoption lifecycle curve between the early adopters and the early majority called the chasm. The book discusses the technology adoption lifecycle, with a view of bringing disruptive products to mainstream markets, and explains why the traditional model fails to give a true picture of what happens when a new. May 11, 2012 crossing the chasm was first published in 1991 and it is a measure of its success that it has been reprinted twelve times. Moore is an author, consultant and venture partner. Some may think of it as the trough of disillusionment. Ideally, as a product moves through the technology adoption life cycle. The chasm is the gap between your early adopters visionaries and your early majority, which make up the the start of the mainstream market. Chasm crossing is not the end, but rather the beginning, of mainstream market development. Moore challenges the ralph waldo emerson quote build a better mousetrap and the world will beat a path to your door.
What does the phrase crossing the chasm mean in reference. About 30 years after rogers completed his research, geoffrey moore wrote crossing the chasm. In a recent medium article titled 25 years later, crossing the chasm has withstood the test of time, author tiffani bova has a fireside chat with geoffrey moore, the author of crossing the chasm, the classic published nearly 25 years ago. Jun 03, 2015 crossing the chasm technology adoption life cycle relevance and significance in todays changing market space in my second blog, i am going to attempt to apply technology adoption curve. Diffusion of innovations is one of my favorite books and crossing the chasm borrows the. A playbook for innovation magic 052 legal evolution.
This revised and updated edition provides new insights into the realities of hightech marketing, with special emphasis on the internet. Early adopters want a change agent while the early majority looks for. The presenter may use it in business presentations to emphasize the need for innovation in the early markets in order to beat competitors, and avoid lagging when the product fad phases out. Geoffrey wrote the book with hightech products in mind but i find the model useful when thinking about brands as well. They sometimes seek them out even before a formal marketing program has been launched. Crossing the chasm was written in 1990 and published in 1991. T wentyfive years ago, i read the book crossing the chasm by geoffrey moore and took away insights that have had a lasting impact on how i think about the startup industry even today. Crossing the chasm by geoffrey moore marketing pills. This revised and updated edition which provides new insights into the realities of hightech marketing, with special emphasis on the internet. Moore, crossing the chasm, marketing and selling hightech. The bestselling guide that created a new game plan for marketing in hightech industries, crossing the chasm has become the bible for bringing cuttingedge products to progressively larger markets. For this, you have to find a compelling reason to buy.
Dec 18, 2017 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. For the benefit of the reader, while i do not presume to do justice to moores book, i. The chasm is just another way to describe a common phenomenon. Here is the bestselling guide that created a new game plan for marketing in hightech industries. His first book, crossing the chasm, focuses moores lifes work has focused on the market dynamics surrounding disruptive innovations. Crossing the chasm is derived from the authors work as a high technology consultant in silicon valley.
Its essential reading for anyone with a stake in the worlds most. I stumbled upon this one day and thought it would be cool to turn into short videos with music and sfx. Building a safer health system, crossing the quality chasm advocates for a fundamental redesign of the u. More importantly, moore noticed a very obvious challenge that all such endeavors faced.
These are scenes from a full animated film currently in progress. I outline this model in an appendix in the latest revision to crossing the chasm, just so it can be available to entrepreneurs focused on consumers. Marketing and selling disruptive products to mainstream customers. While early adopters are willing to sacrifice for the advantage of being first, the early majority.
These are scenes from a full animated film currently in. This revised and updated edition which provides new insights into the realities of hightech marketing, with special emphasis on the internet is essential reading for anyone with a stake in. I presented a strategy of how to cross the chasm by creating a whole product that gets a customers complete job done hassle free and better than any other competing alternative. What follows is a quick summary of my favorite ideas. How apple crossed the chasm with the ipod inpd center, inc. To cross the chasm high technology companies need to launch a dday type of invasion where they first focus on a single niche market segment to secure the beachhead. Moore that focuses on the specifics of marketing high tech products during the early start up period. For actual chasm crossing applications have a huge advantage.
In my experience, it is only valid in a very narrow group of industries where there is high value for getting hands on very early products. Chasm institute llc helps hightech teams learn, apply, and implement best practices in market development strategy. Originally, both the author and publisher assumed the book would be of interest to a mere niche group of people and would probably. This edition provides new insights into the realities of hightech marketing, with special emphasis on the internet. Crossing the chasm 1991 examines the market dynamics faced by innovative new products, particularly the daunting chasm that lies between early to mainstream markets. Innovations progress across five distinct customer groups. The appeal of the book, i believe, is that it puts a vocabulary to a market. The focus of the book, however, is unabashedly b2b. Marketing and selling hightech products to mainstream customers by geoffrey a. Building a safer health system, crossing the quality chasm advocates for. Moores book crossing the chasm is peppered with many detailed narratives about the trials and tribulations new product teams encounter in their efforts to sell to each personaadopter type.
Lets dive straight into this book, crossing the chasm, by geoffrey a. Dec 07, 2014 i stumbled upon this one day and thought it would be cool to turn into short videos with music and sfx. Only one state, hawaii, has crossed the chasm, which is due to uniquely favorable conditions that other markets dont possess. Crossing the chasm my reading notes big byte, small byte. Dec 16, 2016 more importantly, moore noticed a very obvious challenge that all such endeavors faced. This makes sense as you move left to right, from your techies into the mainstream and eventually capture the full market. Moore and a great selection of related books, art and collectibles available now at. Crossing the chasm technology adoption life cycle relevance and significance in todays changing market space in my second blog, i am going to attempt to. 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. The book provides tangible advice on how to make this difficult transition and offers realworld examples of companies that have struggled in the chasm. Crossing the chasm buy crossing the chasm from amazon geoffrey moores bestseller crossing the chasm dives into the mechanics of marketing your hightech product all the way from inception to the mainstream customer. Ithas become the bible for bringing cuttingedge products to progressively larger markets.
The allied forces could not take paris if they didnt first. In crossing the chasm, moore uses the allied forces dday strategy as an analogy. The chasm model has become a nearly universal benchmark for categorizing a technology companys position in the market, as well as providing a gettotheearlymajority prescription for success. Crossing the chasm, 3rd edition collins business essentials. 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. His first book, crossing the chasm, focuses on the challenges startup companies face transitioning from early adopting to mainstream customers. The main idea of the book is based on the technology adoption life cycle, which states that new technology makes its way through the population in a bell curve distribution innovators jump on the product at first, followed by early adopters, the early and late majority, to finally reach the laggards. The numberone corporate objective, when crossing the chasm, is to secure a distribution channel into the mainstream market, one with which the pragmatist customer will be comfortable. This is the only way to cross the channel sorry, the chasm. Crossing the chasm is a book that delivers marketing blueprint, the author. The persona approach is a profoundly powerful way to design a product or service offering that the target enduser finds irresistible.
Crossing the chasm was first published in 1991 and it is a measure of its success that it has been reprinted twelve times. While it is possible to succeed by invading the wrong niche, hesitation almost always results in failure. Mar 15, 2007 crossing the chasm was first published in 1991 and it is a measure of its success that it has been reprinted twelve times. This is the most difficult market to capture and often where most technologies fail to make progress. Marketing and selling disruptive products to mainstream customers author.
When asked how relevant the principles of chasm marketing are in todays world, moore quipped. Shown on the office template is an adoption curve with chasm powerpoint diagram, which may be used to present the different stages of a product as it is introduced to new markets. In fact, there are serious questions about the innovator to early adopter theory. I immediately saw his explanation of the chasm between early adopters and the early majority as an explanation for this unhappy social innovation life cycle. Marketing and selling hightech products to mainstream customers or simply crossing the chasm 1991, revised 1999 and 2014, is a marketing book by. This edition provides new insights into the realities of hightech marketing, with special emphasis on. Crossing the chasm is closely related to the technology adoption lifecycle where five main segments are recognized. Download for offline reading, highlight, bookmark or take notes while you read crossing the chasm, 3rd edition. The quality of care in america project was started about three years ago. Crossing the chasm has become the bible for brining cuttingedge products to progressively larger markets. A followup to the frequently cited 1999 iom patient safety report to err is human. While the book focuses on how the diffusionofinnovations theory can be used for marketing hightech products to customers, many of its ideas can be applied to.