Book overview
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.