Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers
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- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-05-07 11:54:16
- Update Date：2025-09-06
- Status：finish
- Author：Geoffrey A. Moore
- ISBN：0062292986
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
The bible for bringing cutting-edge products to larger markets--now revised and updated with new insights into the realities of high-tech marketing
In Crossing the Chasm， Geoffrey A。 Moore shows that in the Technology Adoption Life Cycle--which begins with innovators and moves to early adopters， early majority， late majority， and laggards--there is a vast chasm between the early adopters and the early majority。 While early adopters are willing to sacrifice for the advantage of being first， the early majority waits until they know that the technology actually offers improvements in productivity。 The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment。
This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures， new strategies for marketing in the digital world， and Moore's most current insights and findings。 He also includes two new appendices， the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado， and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets。
In Crossing the Chasm， Geoffrey A。 Moore shows that in the Technology Adoption Life Cycle--which begins with innovators and moves to early adopters， early majority， late majority， and laggards--there is a vast chasm between the early adopters and the early majority。 While early adopters are willing to sacrifice for the advantage of being first， the early majority waits until they know that the technology actually offers improvements in productivity。 The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment。
This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures， new strategies for marketing in the digital world， and Moore's most current insights and findings。 He also includes two new appendices， the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado， and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets。
Reviews
OG
，
Hello Everyone True story of my life。。。 Please don't say this ain't Real！！！All things are possible in this world。 I would love to share this 。My own problems started when I met with Mr Philip， a man who promised to help me become a vampire disappointed in me and I lost almost $10，500 dollars to him。 After that I decided to try the last time because I really love to become a vampire， That was when i Met a man that later made me believe that not all are fake， he helped me Introduced me to some str Hello Everyone True story of my life。。。 Please don't say this ain't Real！！！All things are possible in this world。 I would love to share this 。My own problems started when I met with Mr Philip， a man who promised to help me become a vampire disappointed in me and I lost almost $10，500 dollars to him。 After that I decided to try the last time because I really love to become a vampire， That was when i Met a man that later made me believe that not all are fake， he helped me Introduced me to some strangers i do not know Hahaha， Was really scared at first but i decided to be strong courageous and today I'm happy。 I'm now a powerful vampire， this is why i want to recommend this to my fellow friends that have been robbed of their money， Any challenges？ Do you need them to help fight back for you？ incase you have been oppressed in any way ， Have your Revenge and gain your freedom become your dream？ Pls feel free to contact email; Vamcommunity8@gmail。com vamcommunity8@gmail。comWhatSapp number: +13367567147 。。。more
Matt
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Read the first two chapters and got bored。 Never finished。 Maybe I’ll come back to it later （start at chapter 3）
Paweł Bogdan
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Całkiem interesująca i przyjemna lektura。 Będę korzystał z taktyk na przeskakiwanie przepaści w przyszłości。 Najciekawszym zagadnieniem było dla mnie przedstawienie problemów przejścia z etapu "prekursorów" do "wczesnej większości"。Mimo upływu lat treść wydaje się dalej aktualna， choć wymaga pewnego odświeżenia。 Miałem odczucie， że autor upraszcza niektóre procesy （np。 strategia wejścia na konkretny rynek jako główny powód sukcesu lub porażki firmy）。 Czasami zabrakło mi uszczegółowienia przytacz Całkiem interesująca i przyjemna lektura。 Będę korzystał z taktyk na przeskakiwanie przepaści w przyszłości。 Najciekawszym zagadnieniem było dla mnie przedstawienie problemów przejścia z etapu "prekursorów" do "wczesnej większości"。Mimo upływu lat treść wydaje się dalej aktualna， choć wymaga pewnego odświeżenia。 Miałem odczucie， że autor upraszcza niektóre procesy （np。 strategia wejścia na konkretny rynek jako główny powód sukcesu lub porażki firmy）。 Czasami zabrakło mi uszczegółowienia przytaczanych zagadnień， a niektóre rozdziały były stanowczo zbyt przegadane。 。。。more
Samantha
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An essential read for anyone struggling with brand positioning。 While the book focuses on tech startups， this book is applicable for any modern brand。
Keith Brooks
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Read an older edition， some of which never came true but this is THE way tech companies live and die。 Read and learn from it。 A history lesson I know well because I lived those years
Eugene Safronov
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The book is still relevant in 2021， although the first version was written in 1990。 It is a great tastimant of the conclusions outline d。 The classic in marketing strategy for tech startups。
Gunnar Ristroph
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A simple and important concept well articulated。 On my short list of key concepts to understand in building business。
Osama Masood
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The ideas in this book will radically change the way you view your product life and acceptance， and these ideas are not just restricted to tech companies。 The whole product idea is also applicable elsewhere。 Overall a must read for anyone trying to level up their organization's marketing strategy。 The ideas in this book will radically change the way you view your product life and acceptance， and these ideas are not just restricted to tech companies。 The whole product idea is also applicable elsewhere。 Overall a must read for anyone trying to level up their organization's marketing strategy。 。。。more
Nuno Reis
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This book is an absolute must read to anyone who wants to build knowledge around creating， marketing or selling cutting-edge tech products。
Freddy Goldberger
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The information is good， the book is boring。 What some videos on YouTube and you can get all the distilled knowledge of this book in 20 minutes。
Luci Riestra
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Crossing the chasm is a key book that popularised the technology adoption cycles concept （visionaries， early adopters， early majority， late majority & laggards） that is well known nowadays。 This marketing book focused on high tech gives a methodology for crossing the chasm， that is， passing over from the early adopters market to the majority that allows a new company bringing in a disruptive product to reach profitability。 Two things made it a difficult book to read for me: written in the 1990s， Crossing the chasm is a key book that popularised the technology adoption cycles concept （visionaries， early adopters， early majority， late majority & laggards） that is well known nowadays。 This marketing book focused on high tech gives a methodology for crossing the chasm， that is， passing over from the early adopters market to the majority that allows a new company bringing in a disruptive product to reach profitability。 Two things made it a difficult book to read for me: written in the 1990s， most of the examples of companies crossing the chasm and doing it right are names unknown to me today。 As the book itself mentions several times "at the time of writing this"。。。 and it has aged badly， as a high tech book should。 Also the internet， not so evolved then， has essentially altered many rules of the game， including the distribution channels mentioned in the book （VAR， OEM， 2 and 4 tiered distribution systems。。。 meh）Another point that made it foreign to me is the excessive focus on B2B companies in the technology sector， talking about LAN and Still， some concepts and ideas to take away: clear focus on customer to ensure you choose the right strategy to market to them （visionaries are very different to pragmatic majority）; whole product concept - consider all that you need so your product makes sense （high integration products）; positioning concept （it's a verb before a noun）。The analogy with D-Day for crossing the chasm was illustrative: 1。 choose a beachhead - very niche initial target， 2。 assemble the forces - choose adequate partners and allies， 3。 identify （or create！） the competition， and 4。 launch the invasion - through the appropiate distribution channels and princing strategy。 Still not sure whether I should have stopped reading and refocused on a more modern and actual alternative， or if it was worth the （long） time I took to finish it。 。。。more
Rob Moore
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Fine。。。probably helpful to certain people but I didn't find it particularly compelling。 More examples， more data， more evidence would make this book much better。 Fine。。。probably helpful to certain people but I didn't find it particularly compelling。 More examples， more data， more evidence would make this book much better。 。。。more
Alexandru
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Must read marketing book for anyone who in working in the field。
Priscilla Reiss
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This is a great book focused on marketing， but chock full of product development and management advice！ While it mainly pertains to high tech， it can also be applied to other sectors - so I would especially recommend it to anyone whose presence or product is disruptive in their industry。 I was unfamiliar with some of the case studies given， since I am not extremely familiar with many of the failed Silicon Valley companies mentioned， but the points remained intact and quiet salient。 What’s more i This is a great book focused on marketing， but chock full of product development and management advice！ While it mainly pertains to high tech， it can also be applied to other sectors - so I would especially recommend it to anyone whose presence or product is disruptive in their industry。 I was unfamiliar with some of the case studies given， since I am not extremely familiar with many of the failed Silicon Valley companies mentioned， but the points remained intact and quiet salient。 What’s more is that the advice is given in an actionable way， with the appendices being just as helpful as the main text。 。。。more
C。 Patrick G。 Erker
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Useful for anyone in a high growth start up or a company trying to “cross the chasm” in selling to visionaries to selling to pragmatists。 Lots of helpful metaphors （including the marines， army， police metaphor in describing the capabilities as you take over， scale， and service a new market）。A lot of the examples are very dated （the updated book is from 2002 or so）， and there’s no mention of Google， Facebook， Salesforce， or many other current tech behemoths。 （Although it’s notable how many of the Useful for anyone in a high growth start up or a company trying to “cross the chasm” in selling to visionaries to selling to pragmatists。 Lots of helpful metaphors （including the marines， army， police metaphor in describing the capabilities as you take over， scale， and service a new market）。A lot of the examples are very dated （the updated book is from 2002 or so）， and there’s no mention of Google， Facebook， Salesforce， or many other current tech behemoths。 （Although it’s notable how many of the old guard are still around， chugging along。）My wife was laughing at all the references to this newfangled thing， the internet， what with its emails and worldwide connectivity。 I had to laugh at times too。 The book could definitely use a re-write with more recent examples。 If you put all that aside， the lessons remain。 。。。more
Daryll XD
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Eh
Arnaldo Neto
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NICHO X CLIENTEA leitura do livro "Atravessando o Abismo"， para o @Resumocast me fez finalmente entender a diferença entre nicho e cliente。 Pra entender o que é nicho， primeiro precisamos entender quem é a sua persona。 Sua persona hoje é você ontem。É quem está sentindo agora por uma dor que você conhece muito bem。É quem você mais pode ajudar， justamente por saber exatamente o que ela está passando。Persona não tem faixa etária。Persona tem idade。Persona não mora em um eixo。Persona mora em uma rua， NICHO X CLIENTEA leitura do livro "Atravessando o Abismo"， para o @Resumocast me fez finalmente entender a diferença entre nicho e cliente。 Pra entender o que é nicho， primeiro precisamos entender quem é a sua persona。 Sua persona hoje é você ontem。É quem está sentindo agora por uma dor que você conhece muito bem。É quem você mais pode ajudar， justamente por saber exatamente o que ela está passando。Persona não tem faixa etária。Persona tem idade。Persona não mora em um eixo。Persona mora em uma rua， em um apartamento específico。Persona não trabalha em um setor。Persona tem empresa， cargo e chefe。Persona é isso tudo。 E seu nicho é um grupo de personas。 Simples assim。 Só que ao montar sua persona de maneira tão específica， você pode se perguntar:Mas eu não posso atender outras pessoas？Se sua persona for mulher， por exemplo， você não pode atender homens？Todas essas perguntas são respondidas quando você entende a diferença entre persona e cliente。Persona é pra quem você comunica， pra quem você cria a sua solução。E cliente é quem compra。Eu tenho uma sensibilidade nas axilas que me faz ter que comprar desodorante feminino。Eu não sou a persona do Rexona Cotton （para mulheres）， mas sou cliente deles。Do mesmo modo， a minha persona é uma mulher de 35 anos que mora no interior de São Paulo e ainda não encontrou o propósito。Mas tenho vários clientes homens。A persona do seriado "Gambito da Rainha" joga xadrez。Mas tem vários clientes espectadores que nunca manipularam uma peça e assistiram o seriado。Então fique em paz。Você pode e deve diagnosticar quem é a sua persona com o máximo de detalhes possíveis， passando por dores， sonhos， crenças e rotina。E consequentemente criar uma solução e comunicar pra ela。Mas se ao longo do caminho sua mensagem atingir clientes fora desse espectro， sem problemas。Mais uma vez:Sua persona é pra quem você cria e comunica sua solução。E seu cliente é quem compra。Então crie a sua。Fale com uma pessoa。E venda para muitas。Conte comigo no caminho！Hoje e sempre， #VivendoDePropósito🌻 。。。more
Lars Ankile
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Entertaining and easily digested book with a lot of nice insight and visceral and intuitive models for breaking into the mainstream with high-tech products。 Lost one star， however， because it at no point «blew my mind» in any way。
Michael Dubakov
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Поставлю с натяжкой 5， потому что книга несколько устарела и процентов 20-30 можно смело не читать。 Однако， основная идея изложена великолепно。 Начните с ниши， это повысит ваши шансы на успех。 Идея простая， но крайне полезная。 Ниша должна быть как можно меньше， чтобы занять на ней доминирующее положение。 Но достаточно крупной， чтобы там было достаточно денег для вашего существования。 The basis for reform is the principle that winning at marketing more often than not means being the biggest fish Поставлю с натяжкой 5， потому что книга несколько устарела и процентов 20-30 можно смело не читать。 Однако， основная идея изложена великолепно。 Начните с ниши， это повысит ваши шансы на успех。 Идея простая， но крайне полезная。 Ниша должна быть как можно меньше， чтобы занять на ней доминирующее положение。 Но достаточно крупной， чтобы там было достаточно денег для вашего существования。 The basis for reform is the principle that winning at marketing more often than not means being the biggest fish in the pond。 If we are very small， then we must search out a very small pond indeed。Классная модель жизненного цикла технологической компании вдогонку， которая лучше позволяет понять на чем фокусироваться。That’s it。 That’s the strategy。 Replicate D Day， and win entry to the mainstream。 Cross the chasm by targeting a very specific niche market where you can dominate from the outset， force your competitors out of that market niche， and then use it as a base for broader operations。Отлично определен рынок: это группа людей， которые советуют друг другу продукты。that markets—particularly high-tech markets—are made up of people who reference each other during the buying decision。 。。。more
Eddy Vermeulen
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Essential reading for every product manager ！ If you haven't read it， you're not a product manager。 Essential reading for every product manager ！ If you haven't read it， you're not a product manager。 。。。more
Jorge
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I loved this book， it gives you a great tool about how you can put in the market a new product in a way to achieve good acceptance to the potential customers， it is worth reading if you want to try how to enter a new product
Amin Mo
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I find books that entail a singular specific subject that is specialized on a narrow niche， are often the most beneficial。 Normally， every book provides insight over one main idea， and as this book is made for innovative technology marketing - a condensed subject in the book - it does a marvelous job at this。The book states that the marketing strategy in the book is not targeted solely for innovative technology， however， although this claim is right and the foundational structure is a common mar I find books that entail a singular specific subject that is specialized on a narrow niche， are often the most beneficial。 Normally， every book provides insight over one main idea， and as this book is made for innovative technology marketing - a condensed subject in the book - it does a marvelous job at this。The book states that the marketing strategy in the book is not targeted solely for innovative technology， however， although this claim is right and the foundational structure is a common marketing structure， the information in the book is tailor-made for technology。 Categorization of customers is not for the book， it is a general marketing framework， nonetheless， adjustments are made to significantly appropriate these types to technology marketing。Overall， the book is decent， but it is much more valuable for individuals concerned with technology start-ups。 The being said， it is a book worth-reading for anyone interested in business-material。 。。。more
Maxz
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Excellent book on overall product development。 A guide to cross the chasm safely and know what to focus on during what time in each stage of a startups journey。 Really liked the end of the chapter with it’s review questions to sum up the content even though each part of the chapters is broken up into subsections that provide a lot of value and clear explanations。 Definitely need to reference this again and study it。
Eric Xia
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A helpful guide to marketing for startups， but very repetitive。
Edward Xiao
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A classic that's recommended and it's easy to see why。 With many nuances that are overlooked with people cite the idea of "crossing the chasm"， Moore demonstrates why the companies are forced to reinvent themselves as they move from their first set of customers。Recommend for anyone interested early stage / growth stage companies or those in one。 A classic that's recommended and it's easy to see why。 With many nuances that are overlooked with people cite the idea of "crossing the chasm"， Moore demonstrates why the companies are forced to reinvent themselves as they move from their first set of customers。Recommend for anyone interested early stage / growth stage companies or those in one。 。。。more
Andrew
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Product marketer playbook， great read。
Artem Chukanov
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Прекрасная книга。 Да， несколько устаревшая с момента даже последней редакции， но в целом хорошо описывающая ту модель， в которой находится высокотехнологичный рынок。 Многие вещи должны быть применены при запуске новых продуктов。 Четкая сегментация， распределение ролей и т。п。 Обязательна к прочтению основателям стартапов， а также менторам и трекерам。Вот бы её ещё проапдейтить с учётом того， что на дворе уже 2021-й и Интернет - наше всё。
Neil
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high rec: https://apenwarr。ca/log/20180724 high rec: https://apenwarr。ca/log/20180724 。。。more
Dorai Thodla
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Currently， re-reading an updated version。
Hiran Venugopalan
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