- 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)
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – 28 Jan 2014
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About the Author
Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.
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Top Customer Reviews
It's given me loads of ideas to take away from
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.Read more ›
The new releases of the book have generally been demanded due to examples being outdated, so the new edition makes use of examples such as Facebook, 3D printing, Ford, Google etc.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.
Most Recent Customer Reviews
Ever since Lepore eviscerated Christensen and his phony, cultish theories, there has been a coy return to more serious business readings --other than Jobs' biography or whatever... Read morePublished 5 months ago by Javier Alberto
Simple to read, practical and above all: very true. I recognise a lot of the examples and advice in the book. Would have been great to have read it a few years earlier :-)Published 9 months ago by Amazon Customer