Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers -- Geoffrey A. Moore, Paperback

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.

Author: Geoffrey A. Moore
Publisher: Harper Business
Published: 1/28/2014
Pages: 288
Binding Type: Paperback
Weight: 0.46 lbs
Size: 8.1" H x 5.29" L x 0.69" W
ISBN: 9780062292988

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