Crossing Chasm Paperback – Jun 10 1999
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"Crossing the Chasm should be the Bible for high-tech companies looking for direction with marketing and distribution challenges. Geoff's model corresponds directly to the launch of Lotus Notes and continues to shape our marketing programs." -- Robert K. Weller S.V.P., North American Business Group
"Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys." -- James A. Unruh, CEO, Unisys
"If you find yourself wondering why it is that the majority of potential buyers for your newest breakthrough technology are not as enthusiastic as your early adopters, read this book or risk joining the others at the bottom of the high-tech abyss." -- Jim Kouzes, coauthor of The Leadership Challenge, author of Credibility, President of the Tom Peters Group/Learning Systems
About the Author
Geoffrey A. Moore is the author of two bestselling books on the development of high-tech markets: Crossing the Chasm and Inside the Tornado. He is chairman of The Chasm Group, which provides marketing strategy consulting services to hundreds of high-tech companies. He is also a venture partner with Mohr Davidow Ventures, a venture capital firm. Moore was recently named one of the "Elite 100 leading the digital revolution" by Upside magazine.
Top Customer Reviews
Once you are on the other side of the chasm, be prepare for the 'tornado' phase. Your product/technology will take off with enormous power driven by huge market. You don't want to be at the point where market demand surpasses your supply. At this point your company can grow at hyper growth rate and gigantic revenues can be generated. We have seen this before so many times and some of the examples (Dell, MS, Oracle, Apple, etc...) are known to everybody.
In my previous role in BT both these books were heavily promoted by PA Consultants who did a load of marketing training for us - but you tell me if you think they were read with any real insight?
The recommendations and points discussed relate to coming to the market through the early adopters and visionaries - then if successful we should be able to move to the mass market. Unfortunately even though we know this to be true intuitively and can prove it's true in the real world - most marketing departments want to go big, mass market, fast.
This is a bible for visionaries, innovators, start-ups, small businesses with a focus on customer relationships - if your in a big corporate, forget it. Nobody will let you proceed like this - it will be too contra to the arrogant,internal focus most corporates have.
If you consider yourself a visionary, manic business missionary - then this is the book for you (just don't expect your friends in big companies to understand what your talking about as they burn their way though millions of unfocused marketing budget!)
In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two books have been promoted. True, they provide great insights into marketing within the high technology industry. However, in my opinion, all e-commerce (especially B2B and, even more importantly, B2B2C) will be centrally involved in that industry. Moreover, the marketing strategies suggested are relevant to virtually (no pun intended) any organization -- regardless of size or nature -- which seeks to create or increase demand for what it sells...whatever that may be. I consider both books "must reading." Those who share my high regard for one or both are strongly urged to read Moore's more recent business classic, Living on the Fault Line.
The second point, which is really just as important, is that the way to "cross the chasm" is by targeting a single industry or group of users, a so-called "vertical market". The only way customers who are beyond the early adopter phase are going to buy into a new product is if it is easy to adopt or if it truly fills a perceived desperate need. That is, it looks less "disruptive".Read more ›
Most recent customer reviews
This is required reading for anyone in electronics or technology marketing and brand management. The best ideas are within the first 100 pages of the book but it is short and easy... Read morePublished on Aug. 19 2013 by John Miewald
There are plenty of long reviews on this, so here's just a short synthesis. This is considered the Bible of marketing thought for early stage, technically-oriented products. Read morePublished on July 13 2003 by kc
This book tackles the Internet and the marketing tools needed to master this medium. I liked this, but it was not an easy read. Read morePublished on July 28 2002
Like many techies, I thought this book offered tremendous insights into the way technology products should be marketed. Read morePublished on Dec 16 2001
This is probably One of the Best Business Books ever written, together with Will and Vision, Innovator's Dilemma and The Death of Competition. Read morePublished on Nov. 25 2001 by Charlie Lucania
This should be required reading if you are involved in sales or marketing in a high tech industry. It clarifies the mystery surrounding the cause of so many successes and failures... Read morePublished on Oct. 22 2001 by Charles Harris
If this is not on your shelf and you playing high tech, you might as well fill out the chapter seven papers now! A must must must read for the high tech start up.Published on Oct. 1 2001 by Genesis Laboratory Systems, Inc.
This book is absolutely amazing. I'm really knocking myself on the head for not purchasing it a long time ago, but I'm glad I did now. Read morePublished on Sept. 17 2001 by Jake Well
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