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Amazon.co.uk Review
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
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Most Helpful Customer Reviews
9 of 9 people found the following review helpful:
5.0 out of 5 stars
A frighteningly realistic treatment..,
By
This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (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:
5.0 out of 5 stars
Indispensable book for Marketing Hi-Tech,
By Jose Cansado (jmc01@ole.com) (Madrid, Spain) - See all my reviews
This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)
In fact, not only for Hi-Tech... it is also applicable for any high-change industryImplementing 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:
5.0 out of 5 stars
A must for salespeople at the bleeding edge of technology,
By A Customer
This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (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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