- Hardcover: 224 pages
- Publisher: HarperBusiness (Dec 1991)
- Language English
- ISBN-10: 0887305199
- ISBN-13: 978-0887305191
- Product Dimensions: 23.6 x 15.5 x 2.5 cm
- Average Customer Review: 4.9 out of 5 stars See all reviews (15 customer reviews)
- Amazon Bestsellers Rank: 551,084 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Amazon.co.uk Review
Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.
Moore suggests remedies that can help businesses overcome these problems and meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plough right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model". Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.
Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable manner. --This text refers to the Paperback edition.
Product Description
The old method for marketing smart products - which basically amounted to throwing money away with both hands - makes way for a totally new game plan.
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Customer Reviews
Most Helpful Customer Reviews
9 of 9 people found the following review helpful
Format:Paperback
I am reading this for the second time, this time much faster thanks to the useful highlighting that I had made in my first reading. Having been through a software development career in several start-ups, and looking back on the not so positive two years of IT economic depression, I find Crossing the Chasm particularly intriguing: The basic idea for a technology company to position its marketing and selling strategy to the right target audience, and more crucially, at the right time, and producing the right perspective.
First of all, I find some of the ideas in the book frighteningly reminiscent of my past experience, especially failures in marketing and sales strategy that our teams have undergone; Although many factors that contribute to the success or failure of an enterprise can be specific and circumstantial, Crossing the Chasm provides a thorough analysis of the generalised scenario. I also find some of the ideas in this book apply equally well to semi-autonomous groups within large organisations, as much as individual organisations.
Highly recommend to anyone who is interested in the technology entrepreneurship, and to the one who want to consolidate the past experiences in to learning instruments for the future.
20 of 21 people found the following review helpful
Format:Paperback
In fact, not only for Hi-Tech... it is also applicable for any high-change industry
Implementing innovative high-tech solutions usually involves a significant change to customers. Mainly depending on the aversion to change/risk, customers can be classified from those willing to try the newest, to those most conservative that are the latest to adopt, if ever, a new solution.
Geoffrey Moore presents his particular view on the technology-adoption lifecycle model, introducing the 'chasm' concept. Based on this model, and using vivid examples, specially from the software industry, the book provides excellent advice on the strategy to success for hi-tech products.
Basic reading for the hi-tech enterpreneur, as well as for those willing to sell new disruptive concepts.
After this one, you will have to read 'Inside the Tornado'.. If you want to save further, add William Davidow's 'Marketing High-Technology'
3 of 3 people found the following review helpful
Format:Paperback
This book was a revelation for me. I had failed to understand the reasons that prospects didn't appreciate the latest greatest technologies and bought from vendors of outdated systems (in my opinion) instead. Crossing the chasm explains different characteristics of people and what they buy and when they buy it and the reasons behind those compulsions. It also highlights how to break into the marketplace with new products in the most efficient way and how to structure your organisation to cope with demand. I have noticed that some big organisations demonstrate the techniques from this book in their promotional literature and web sites.
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Most Recent Customer Reviews
20 year-old material that remains relevant today
This was recommended by my mentor, a strategy director;
I was aiming to establish a transitional/recovery strategy for a business that successful at tender stages, but... Read more
I was aiming to establish a transitional/recovery strategy for a business that successful at tender stages, but... Read more
Published 14 months ago by Andy in Bristol
Understand launch
If you want to learn how to launch offerings in the right way this book is it!
Published on 2 Jan 2010 by Henrik Bustrup
A classic must-read for anybody involved in product strategy for high...
This is a classic must-read for all people involved in product strategy for high-technology. Published in 1991 and updated in 1999, it introduced a very innovative way of how... Read more
Published on 24 July 2009 by Bart De Pelsmaeker
An ISV View of the Chasm
This book was recommended to me - and rightly so.
I have read 'Crossing the Chasm' and its successor, 'Inside the Tornado'. Read more
I have read 'Crossing the Chasm' and its successor, 'Inside the Tornado'. Read more
Published on 12 Jun 2009 by G. Lowther
I rediscover this book every year
If you are looking to launch a new technology consumer product or are thinking about launching a new internet or technology startup, this is the first book you need to read. Read more
Published on 5 Mar 2008 by Javier Foncillas
unmissable
This is certainly one of the most insightful business books i have ever read. It is of biblical importance to anyone in the technology business, especially operating in a B2B... Read more
Published on 6 Jun 2007 by N. Marik
How to get the public to love your high-tech product
This serious, detailed book offers a nonconventional marketing approach for high-tech promoters and investors. Read more
Published on 11 Dec 2006 by Rolf Dobelli
Helpful Revision of a High-Tech Marketing Classic
Crossing the Chasm deserves more than five stars for putting "a vocabulary to a market development problem that has given untold grief to any number of high-tech... Read more
Published on 22 July 2004 by Donald Mitchell
Interesting Take on the Technology Adoption Cycle
Moore has some very interesting takes ont the technology adoption cycle. It will probably explain a lot of difficulties experienced by hitech companies. Read more
Published on 7 Feb 2004 by A. G. Williams
Don't start a hitech/net business without it!
Extremely important insights for anybody engaging in technology based markets or products.
Published on 25 Jan 2001 by Marque Pierre Sondergaard
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