Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers
by Geoffrey A. Moore · 1991
In a nutshell
Strategies for tech startups to cross from early adopters to mainstream customers via niche domination and 'whole product' assembly, enabling scalable acquisition. Vs Traction Channels' testing, emphasizes beachhead markets like enterprise software; use cases include Salesforce's CRM pivot to SMBs post-chasm. Go-to-market bible for B2B innovation.
Overview
Crossing the Chasm shows how to successfully market disruptive technologies and innovative products by understanding the technology adoption lifecycle.
The Technology Adoption Lifecycle
- Innovators (2.5%): Technology enthusiasts
- Early Adopters (13.5%): Visionaries
- THE CHASM - The gap between early and mainstream markets
- Early Majority (34%): Pragmatists
- Late Majority (34%): Conservatives
- Laggards (16%): Skeptics
The Chasm
The chasm is the gap between visionaries who want revolutionary change and pragmatists who want incremental improvement. Most tech startups fail here.
Crossing Strategy
- Target a specific niche market
- Assemble an invasion force (whole product)
- Define the competition
- Position for leadership
- Launch the invasion
- Grow market share
Impact
Required reading for anyone marketing innovative products.
Available for approximately $18-30.
Reference
Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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