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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers Paperback – Jan 28 2014

4.9 out of 5 stars 7 customer reviews

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Product Details

  • Paperback: 288 pages
  • Publisher: HarperBusiness; 3 edition (Jan. 28 2014)
  • Language: English
  • ISBN-10: 0062292986
  • ISBN-13: 978-0062292988
  • Product Dimensions: 13.5 x 1.7 x 20.3 cm
  • Shipping Weight: 159 g
  • Average Customer Review: 4.9 out of 5 stars 7 customer reviews
  • Amazon Bestsellers Rank: #10,241 in Books (See Top 100 in Books)
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Product Description

About the Author

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.


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Format: Paperback
As Geoffrey Moore explains, in the first two editions of this business "classic" and once again in this new one, his purpose is to answer "in considerable detail" two questions: Why can't the same skills applied so effectively in other areas also be applied when marketing high technology? And what is it going to take to get it right?

The "chasm" to which Moore refers is a metaphor for this phenomenon: "the rapid acceleration in market development followed by a dramatic lull, occurring whenever a discontinuous innovation is introduced - [one that] drives all emerging high-tech enterprises to a point of crisis where they must leave the relative safety of their established early market and go out in search of a new home in the mainstream. These forces are inexorable - they will [begin italics] drive [end italics] the company. The key question is whether management can become aware of the changes in time to leverage the opportunities such awareness confers."

In other words, "The chasm is a drastic lull in market development that occurs after the visionary market is saturated and pragmatists will not buy into a discontinuous technology unless they can reference other pragmatists, thus the catch-22. Pragmatists dependent exclusively on references from others in their own industry and are highly support-oriented."

Many business plans are based on a traditional Technology Adoption Life Cycle, a smooth bell curve of high tech customers, progressing from Innovators, Early Adopters, Early Majority, Late Majority, and finally Laggards.
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Format: Kindle Edition Verified Purchase
excellent book which is using excellent metaphors!
Even tough I don't work in high tech marketing it will help me a lot to promote myself a s a Coach!
I see a lot of applications of this theory in real life which is amazing.
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Format: Paperback Verified Purchase
Not just a marketing book. From conception, thru design, manufacturing, marketing and sales this book applies to all stages of a new product.

Anyone that develops a new product in any way needs to read this.
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Format: Paperback Verified Purchase
Read this for the second time after 10-12 years and after changing jobs and joining a start up. Exactly what was necessary to start in this environment.
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