3rd Edition Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)

The bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.

With over a million copies sold, Geoffrey A. Moore’s classic has become the definitive model for any company launching disruptive innovations.

Why do most high-tech ventures fail? They fall into the chasm―the vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you can’t cross this chasm, your technology is doomed.

This bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market:

• The Technology Adoption Life Cycle: Learn to identify the five distinct customer segments―from Innovators to Laggards―and understand why the gap between visionaries and pragmatists is the point of greatest failure.
• Target the Point of Attack: Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly.
• Assemble the Invasion Force: Master the "whole product" concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers.
• Define the Battle: Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.