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Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers [Paperback]

Geoffrey Moore
4.4 out of 5 stars  See all reviews (5 customer reviews)
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Book Description

Aug. 8 2002 Harper Business Essentials

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

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Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers + The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses + The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business
Price For All Three: CDN$ 51.28

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About the Author

Geoffrey Moore is a Managing Director with The Chasm Group, a consulting practice based in California that provides market development and business strategy services to many leading high-technology companies. He is also a Venture Partner with Mohr Davidow Ventures, a California-based venture capital firm specializing in specific technology markets, including e-commerce, internet, enterprise software, networking and semiconductors. As a Venture Partner at Mohr Davidow, he provides market strategy advice to their high-tech portfolio companies. Geoffrey is a frequent speaker and lecturer at industry conferences and his books are required reading at Stanford, Harvard, MIT and other leading business schools.

Geoffrey's current practice focuses on the concepts of his recent book Living on the Fault Line, targeted to CEO's and senior executives of Fortune 500 companies facing the impact of the Internet.Geoffrey's first book, Crossing the Chasm, initially published in 1991, adds compelling new extensions to the classical model of the Technology Adoption Life Cycle. He introduces his readers to a gap or "chasm" that innovative companies and their products must cross in order to reach the lucrative mainstream market. A revised edition was released in July 1999 to update industries and case-study companies.

The sequel, Inside the Tornado, published in 1995, provides readers with insight into how to capitalize on the potential for hypergrowth beyond the chasm. This second book sorts out how the market forces behind the Technology Adoption Life Cycle demand the need for radical shifts in market strategy.

The Gorilla Game, Geoffrey's third book, was originally released in March of 1998 with a revised version, including a new chapter on internet investing, released August of this year. This book was co-authored with Chasm Group managing partner and high-tech marketing strategist Tom Kippola, and stock investment guru and BancAmerica Robertson Stephens analyst Paul Johnson. The Gorilla Game combines the methodology Moore introduced in Crossing the Chasm and Inside the Tornado, with Johnson's stockmarket valuation models and Wall Street expertise, and Kippola's high-tech investment experience.

Geoffrey's most recent book, Living on the Fault Line, focuses on a single theme: How should the management of a public company that rose to prominence prior to the age of the Internet manage for shareholder value now that the Internet is upon us? Living on the Fault Line guides executives and managers who are coping with disruptive technology, destabilizing their core market positions, providing them with new models, metrics, and organizational practices to meet the challenges of the new economy.

Prior to founding The Chasm Group in 1992, Geoffrey was a principal and partner at Regis McKenna, Inc., a leading high-tech marketing strategy and marketing communications company. For the decade prior, he was a sales and marketing executive at three different software companies.

Geoffrey holds a bachelor's degree from Stanford University and a Ph.D. from the University of Washington, both in literature, and served as an English professor at Olivet College.

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Customer Reviews

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Most helpful customer reviews
1 of 1 people found the following review helpful
Long established as a classic, the drawing depicting the different classes of customers and their adoption rates are commonly used in the industry. I personally thought I already understood it, just from osmosis. However, reading the book taught me more about the characteristics of those customers, how you gain penetration into their markets, and most importantly how you manage a team and produce a product into those markets.
There are also lessons in there about establishing a beachhead and how to choose your target customer that dovetail nicely into some more modern work around persona identification in software development and the need to identify just one target persona for your application at a time. This is a great marketing book -- even if some of the specific company examples are somewhat dated -- whose concepts readily translate into not only management but directly into product development and vision.
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"If you build a better mousetrap" is the old saw about inventing new and improved products. But this adage is completely wrong; if you build a better mousetrap, they DON'T come and buy it and you are left wondering why your product failed to make the grade.
Geoffrey Moore writes clearly about the need to cross the chasm that exists between those customers who buy the latest and greatest and those who hang back for a bit, waiting for..what? They are waiting for an incentive to buy your product for other reasons than "it's NEW!" The problem is, there aren't enough of the customers who will buy anything because it's new and exciting--and what's more, the these customers aren't particularly loyal. The sweet spot of customers are those who wait to see if something new and inventive actually gives them back something of worth, a return on investment, a better way to work, doing more with less, you name it. These customers will often switch to a new technology, but only if they have the right incentive to do so.
If you fail to market effectively to this type of customer, you end up with a pile of boutique products that languish in sales and don't ramp up the profits for your firm. To avoid this all-too-common scenario, many companies are now hiring consultants to teach Moore's methods to their marketing and R&D departments. By "Crossing the Chasm" they strive to market products that will sell. If you are in a tech business, and especially if you are an inventor marketing a new idea, reading this book is a very good idea. In fact, I'd say it's required reading.
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1 of 1 people found the following review helpful
4.0 out of 5 stars a high tech business classic March 24 2004
Let's face it -- 80% of business books are pure garbage.
This is one of the gems. One that should sit on your office bookshelf.
Moore came up with an interesting take on how high tech businesses must move from early adopters to the mainstream and the challenges involved.
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5.0 out of 5 stars Really changed my life about technical sales Aug. 29 2003
There are some rare books that create revelations, and in my professional career, this is one of them. Now it is obvious why I often failed to connect with "Pragmatists" and other customers, who didn't seem to get it like the other "Visionaries" and "Technofiles" I had little trouble selling to.
I was the one who didn't get it!
In addition, marketing and sales books can be such dull tomes, but Moore's professional experience and accesible manner makes for an interesting read. His "lingo" has been picked up but many professionals, to the point where you need to read Moore just to be up to date. But the good news is, you will be much more effective in technical sales and marketing after reading this book.
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4.0 out of 5 stars Good Book May 15 2003
By A Customer
A good book. I don't know much about high-tech or marketing in general but it kept me turning the pages, non the less. However, for an ex-english prof., this piece is littered with typos! Moore's predictable humour lends itself nicely to the overall warming, I want to help you help yourself ambiance of the book. All now unemployed techies (and post-bubble, will-work-for-food VC's) will enjoy it as they cozy up in front of the fireplace and patch their wounds with the 'If only...' band-aid. Hindsight is always 20-20... I hope I can look into the future with such good vision. Anyway, this book will surely help.
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