24 of 25 people found the following review helpful
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 enterprises."
Crossing the Chasm is the most influential book about high technology in the last 10 years. When I meet with CEOs of the most successful high technology firms, this is the book that they always...
Published on 10 May 2004 by Donald Mitchell
3.0 out of 5 stars Good book
It is a great book in some respects - particularly, the idea that many businesses fail after reaching early adopters because there is a huge chasm between selling to early adopters and mainstream. Beyond that the book is a bit boring and repetitive.
Published 3 months ago by Shantanu Kumar
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1.0 out of 5 stars Excellent, though not for B2C mass market,
This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)Be advised: one star rating is not a reflection of true value of the book. On the contrary, I put it here just as a red light warning sending a signal: this book is written with B2B and B2B only environment in mind. There might be some analogies but very distant and even Moore at some point admits one should be cautious with extending the reasoning behind the book onto B2C markets. So if you are intending to read the book from the practical business point of view, and professionally you are dealing with mass market environment (mass processes, high volumes, low prices, dispersed distribution etc) consider other books. Having said that, it was an interesting read, probably one of the best to introduce a reader to Technology Adoption Curve concept in a concise way. So it's far away from waste of time, it's just a pity there is no analogy for B2C market.
5.0 out of 5 stars 20 year-old material that remains relevant today,
This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)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 having major problems in client management and service delivery.
'Crossing the Chasm' was written in '91; although aimed at manufacturing, and some examples of products and services are very old (e.g. referring to the 'emergence of the internet'); the concepts remain valid even today, and the style and tone makes it easy to grasp the theories and concepts the author is putting across.
In summary, the book establishes that business have a hard time getting from being 'volume-led'; selling everything to anyone to establish market share; to being 'proposition-led', where customer segments are fully targeted, and customers retained through delivery on promises. The transition is the 'chasm'.
I'd recommend this book for those aiming for senior-management positions (where strategic thinking and delivery are key to role), or for 'fixers' brought in to help companies leap over, or get out of, the 'chasm'.
5.0 out of 5 stars I rediscover this book every year,
This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)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. In a very simple and down to earth way it captures the strategy most succesfull new start-ups have followed to reach critical mass in the consumer market.
I have followed the strategy Moore suggests in several wireless industry launches and it works every time. It is one of the best pieces of marketing advice I have ever received. It is so simple you wonder why everyone is not doing it! Buy this book, you will not regret it.
4.0 out of 5 stars Hard Work, But Worth The Effort,
This review is from: Crossing the Chasm (Paperback)This is a challenging book. As a marketer it was recommended to me by a colleague as a book of general interest. It isn't. It is a highly technical, market specific book, which is hugely rewarding and incredibly useful if you are in an industry where you are experiencing the problems of brand gap. If you are not familiar with early technology industries (for this industry this book is old, and technology moves faster than most businesses), you may find yourself in the dark. It is however, worth persevering because there are several ideas and concepts which Moore either invented, or was the first to express succinctly, that are now relevant to almost every industry. It is incredibly useful to look at his explanation of the Technology Adaption Life Cycle and how to utilise it. It is also useful to look at if you are interested in spin off technology, as a large part of the book is dedicated to this idea. If you are having trouble with it, read it alongside Seth Godin's book: Free Prize Inside, which has a much more user friendly gloss of the material.
5.0 out of 5 stars unmissable,
Apart from a cogent theoretical framework, it provides high practical, and actionable advice on how to move from one segment to the next in a technology adoption life cycle. It has certainly shown me the wrong assumptions we have made in our own business, and why.
The book helps consultants create a concrete service offering to start-up clients who need advice on their go-to-market and organizational strategy.
Full five stars on this book. I look forward to meeting Geoffrey Moore sometime to pay him my compliments for this great piece of work
5.0 out of 5 stars How to get the public to love your high-tech product,
3 of 5 people found the following review helpful
4.0 out of 5 stars Interesting Take on the Technology Adoption Cycle,
The only area is that even in the 2nd edition, a lot of the metaphors are out of date and even some of the companies used as examples
1 of 2 people found the following review helpful
5.0 out of 5 stars Clear and precise, elegantly written.,
By A Customer
His deep knowledge is obvious, and is distilled through excellent examples and great prose style.
0 of 1 people found the following review helpful
4.0 out of 5 stars Understand launch,
4 of 9 people found the following review helpful
5.0 out of 5 stars Don't start a hitech/net business without it!,
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Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers by Geoffrey A. Moore (Paperback - 1 Aug 1998)