Crossing the Chasm, 3rd Edition: Marketing and Selling by Geoffrey A. Moore

By Geoffrey A. Moore

The bible for bringing state-of-the-art items to bigger markets—now revised and up-to-date with new insights into the realities of high-tech marketing

In Crossing the Chasm, Geoffrey A. Moore exhibits that during the know-how Adoption lifestyles Cycle—which starts with innovators and strikes to early adopters, early majority, overdue majority, and laggards—there is an unlimited chasm among the early adopters and the early majority. whereas early adopters are keen to sacrifice for the benefit of being first, the early majority waits till they understand that the expertise truly deals advancements in productiveness. The problem for innovators and dealers is to slender this chasm and finally speed up adoption throughout each phase.

This 3rd variation brings Moore's vintage paintings brand new with dozens of recent examples of successes and screw ups, new innovations for advertising within the electronic global, and Moore's most modern insights and findings. He additionally contains new appendices, the 1st connecting the guidelines in Crossing the Chasm to paintings to that end released in his Inside the Tornado, and the second one proposing his fresh groundbreaking paintings for know-how adoption versions for high-tech client markets.

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Extra info for Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers

Example text

One can envision the High-Tech Marketing Illusion 23 technology getting there someday, but for now that day is so far in the future, it leaves virtual reality stuck with the enthu­ siasts waiting for a visionary. The same could be said for 3-D printing. This has inspired a generation of technology enthusiasts to form a “Maker’s Move­ ment,” an extension of the do-it-yourself culture that special­ izes in fabricating objects of all sorts. At the time of this writing 3-D printing is getting a lot of press, but the actual market is still much like the original home computing market in the days of Heathkits before the Apple II— a DIY technology enthusi­ ast’s paradise.

They are interested in voice synthesis and voice rec­ ognition, interactive multimedia systems, neural networks, the modeling of chaos in Mandelbrot sets, and the notion of an artificial life based on silicon. At the moment I am writing this sentence they are logging on to Amazon Web Services with their credit card to test out their latest SETI hypothesis. Sometimes a technology enthusiast becomes famous— usually as the inventor of a lucrative product. In the world of High-Tech Marketing Enlightenment 39 PCs, Bill Gates started business life this way, but he may have forfeited his status somewhat as he became more Machiavellian.

Corn’s cloud-based sales force auto­ mation system at a time when that vendor had no other large enterprise customer, he was acting as a visionary. When Linda Dillman at Wal-Mart committed to install Symbol RFID sys­ tems to create real-time visibility into all the inventory in every Wal-Mart store, she was acting as a visionary. corn’s Elastic Compute Cloud, he was acting as a visionary. And when Ted McConnell at Procter & Gamble committed to direct all digital advertising worldwide via AudienceScience’s ad spend management system, he was acting as a visionary.

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