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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – 28 Jan 2014

4.4 out of 5 stars 25 customer reviews

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  • Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
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  • The Innovator's Dilemma (Management of Innovation and Change)
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  • Innovator's Solution, Revised and Expanded: Creating and Sustaining Successful Growth
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Product details

  • Paperback: 288 pages
  • Publisher: HarperBusiness; 3 edition (28 Jan. 2014)
  • Language: English
  • ISBN-10: 0062292986
  • ISBN-13: 978-0062353948
  • Product Dimensions: 13.5 x 1.7 x 20.3 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Bestsellers Rank: 7,069 in Books (See Top 100 in Books)
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Product description

About the Author

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.


Customer Reviews

4.4 out of 5 stars
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This book is a bit antiquated and presents fairly obvious patterns. Luckily, it was short.
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This book is truly excellent.its been written in a great format which keeps you turning the pages.

It's given me loads of ideas to take away from
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Simply a must read for any start-up that wants to accelerate in the high technology field. Well written book and opens your mind on how marketing strategy should work.
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Format: Paperback
As Geoffrey Moore explains, in the first two editions of this business "classic" and once again in this new one, his purpose is to answer "in considerable detail" two questions: Why can't the same skills applied so effectively in other areas also be applied when marketing high technology? And what is it going to take to get it right?

The "chasm" to which Moore refers is a metaphor for this phenomenon: "the rapid acceleration in market development followed by a dramatic lull, occurring whenever a discontinuous innovation is introduced - [one that] drives all emerging high-tech enterprises to a point of crisis where they must leave the relative safety of their established early market and go out in search of a new home in the mainstream. These forces are inexorable - they will [begin italics] drive [end italics] the company. The key question is whether management can become aware of the changes in time to leverage the opportunities such awareness confers."

In other words, "The chasm is a drastic lull in market development that occurs after the visionary market is saturated and pragmatists will not buy into a discontinuous technology unless they can reference other pragmatists, thus the catch-22. Pragmatists dependent exclusively on references from others in their own industry and are highly support-oriented."

Many business plans are based on a traditional Technology Adoption Life Cycle, a smooth bell curve of high tech customers, progressing from Innovators, Early Adopters, Early Majority, Late Majority, and finally Laggards.
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Good book that explains the product innovation cycle in a clear (albeit simplified) framework. It has a rightful place in the business innovation literature as a "must read". Only caveat of course is that it could lull the reader into thinking that this process is easy to manage as this analysis benefits hindsight bias (like almost all business books). One may find that the chasm crossing approach is quite chaotic and difficult to foresee by the entrepreneur as the industry structure is usually still rapidly evolving in the early years.
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Format: Paperback
As a business week bestseller that’s had over a million copies sold in various languages, I had high expectations of this title. The book outlines a very accessible and easy to digest concepts and stretches it out over the course of the book to highlight different aspects of ‘crossing the chasm’. The book uses many widely known marketing concepts such as the adoption life cycle for new technologies, and goes in to more depth by describing the characteristics of the consumers at each stage and the pitfalls and opportunities for success.

The new releases of the book have generally been demanded due to examples being outdated, so the new edition makes use of examples such as Facebook, 3D printing, Ford, Google etc. These help to outline the concepts, and give them context which again makes them easier to digest.

I did feel that some of the descriptors and writing style was a little disengaging, and an effort to follow. This was partly due to the way the book is broken up by titles and subtitles. The concepts could have condensed into much smaller descriptors, but instead a lot of the book was lost in terminology and wording. By using so many new standalone descriptors I did find the book at times hard to focus on. I did however take away the holistic gist of the book, which was to focus on one ‘beachhead’ of a market which then has a bowling pin effect on a series of other markets and the characteristics of the varying consumers – Innovators, visionaries, pragmatists, conservatives and laggards.

An essential read for any disruptive marketeer, however I found a little broken up in it’s delivery.
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Format: Paperback
This is a great book and explains many personal experiences in moving minds or not as the case may be. Theoretical in parts but solid on converting experience into reality. Worth reading alongside a book called Solution selling the STRONGMAN process which has many practical ideas. There is also a video on you tube explaining the process.
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I work in an industry forum which aims to accelerate adoption of small cell technologies, and this book has really helped explain the two opposing mindsets on the early adopters and the mainstream, and hence why the chasm exists. Reading this has really helped me realize that going mainstream really does require a different approach and message.
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