Book Summary: Crossing The Chasm by Geoffrey A. Moore
This book presents the Technology Adoption Life Cycle - the familiar bell shaped curve. This has been the marketing model of choice for the high tech industry. The cycle begins with innovators and moves to early adopters, early majority, late majority, and laggards. There is a vast “chasm” between the early adopters and the early majority and navigating it is vital for technology firms to succeed. More
This work offers a SUMMARY of the book "CROSSING THE CHASM" by GEOFFREY A. MOORE.
The author presents the Technology Adoption Life Cycle - the familiar bell shaped curve in this book. This has been the marketing model of choice for the high tech industry for quite some time. The cycle begins with innovators and moves to early adopters, early majority, late majority, and laggards. According to Moore, there is a vast “chasm” between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity.
The chasm is a drastic lull in market development that occurs after the visionary market is saturated. Pragmatists will not buy into a discontinuous technology unless they can reference other pragmatists. This creates a Catch-22 like chasm. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.
Moore's methodology could be summarized as follows. Pick a target market in the early majority that is small enough that you can quickly become the dominant player in that market segment. The target should be of strategic value. You should be able to invade other nearby segments, after having established yourself in the first target market. It is vital that you choose a single market to focus on, and that it be a market you can take like a strategic objective in a war. Moore's model is analogous to the D-day invasion of Normandy in which one strategic beachhead is captured and established as a starting point for other focused initiatives.
Moore propagates the idea of a “whole product” and provides a way to craft a message for the customers in two sentences:
For the , who is dissatisfied with ,
Our product is a that provides a