Crossing the Chasm, 3rd Edition

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.