on March 20, 2004
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.
on May 15, 2003
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.