In Crossing the Chasm, Geoffrey Moore, the world′s leading high–tech and communications guru, throws out old marketing ideas to clear space for the special realities of the high–tech market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark book. This new edition has been updated to include comprehensive coverage of the Internet and World Wide Web.
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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 for the problems that can help businesses 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 tone. --David James
From the Back Cover
"Read this book or risk joining the others at the bottom of the high-technology abyss." Jim Kouzes, Co-author of The Leadership Challenge
"Crossing the Chasm should be the Bible for high-tech companies looking for direction with marketing and distribution challenges." Robert K. Weller, Senior Vice President, North American Business Group
"Geoff Moore's book is full of good medicine for bad marketing." ComputerLetter
"Crossing the Chasm... will change the way you think." Regis McKenna
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There is a line from a song in the musical A Chorus Line: '"If Troy Donahue can be a movie star, then I can be a movie star." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
There is a line from a song in the musical A Chorus Line: '"If Troy Donahue can be a movie star, then I can be a movie star." Read the first page
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21 of 23 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'
12 of 13 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.
3 of 3 people found the following review helpful
By A Customer
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
5.0 out of 5 stars
Interesting insights
A valuable guide for startups and companies planning to introduce new products. It explains why a product that works for the first customer doesn't work for the others. Read more
Published 11 months ago by Ahmet Tekelioglu
5.0 out of 5 stars
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 on 3 April 2011 by Andy in Bristol
2.0 out of 5 stars
Too many wasting pages
If the author can concise it into 1/3 of the book lenght, this book might worth reading.
IMO, there are too many "feelings", not solid evidence. Read more
IMO, there are too many "feelings", not solid evidence. Read more
Published on 13 Mar 2011 by NOTT
4.0 out of 5 stars
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
5.0 out of 5 stars
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
5.0 out of 5 stars
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
5.0 out of 5 stars
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
5.0 out of 5 stars
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
5.0 out of 5 stars
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
5.0 out of 5 stars
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
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