By Geoffrey A. Moore
Here is the bestselling consultant that created a brand new video game plan for advertising in high-tech industries. Crossing the Chasm has turn into the bible for bringing state-of-the-art items to gradually higher markets. This variation offers new insights into the realities of high-tech advertising, with detailed emphasis on the web. It's crucial analyzing for an individual with a stake within the world's most fun marketplace.
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Extra resources for Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
The winning strategy is built around the entrepreneur being able to “productize” the deliverables from each phase of the visionary project. That is, High Tech Marketing Enlightenment 27 whereas for the visionary the deliverables of phase one are only of marginal interest—proof of concept with some productivity improvement gained, but not “the vision”— these same deliverables, repackaged, can be a whole product to someone with less ambitious goals. For example, a company might be developing a comprehensive object-oriented software toolkit, capable of building systems that could model the entire workings of a manufacturing plant, thereby creating an order-of-magnitude improvement in scheduling and processing efficiency.
You need to have partnerships and alliances with the other vendors who serve their industry. You need to have earned a reputation for quality and service. In short, you need to make yourself over into the obvious supplier of choice. This is a long-term agenda, requiring careful pacing, recurrent investment, and a mature management team. One of its biggest payoffs, on the other hand, is that it not only delivers the pragmatist element of the Technology Adoption Life Cycle but tees up the conservative element as well.
With them comes the real opportunity for wealth and growth. To reap the rewards of the mainstream market, your marketing strategy must successfully respond to all three of these stages. In each case, the key to success is to focus in on the dominant “adoption type” in the current phase of the market, learn to appreciate that type of person’s psychographics, and then adjust your marketing strategy and tactics accordingly. Illustrating how to do that is the goal of this chapter. 20 High Tech Marketing Enlightenment 21 First Principles Before we get started, however, we need to establish some ground rules.