Here is the best-selling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
©2012 Geoffrey A. Moore (P)2012 HarperCollins Publishers
This book may have some good points, but it needs to be updated with more current examples.
It was set in the '90s - the technologies discussed are old. I don't even think the way to reach mainstream consumers is the same.
... But you still probably should read this book.
This book covers some of the most fundamental problems that tech disrupters face, ideas articulated in the book became widely shared truths ( difference between early adopters and market as a whole, necessity to focus on a small niche, need for changing people in charge as company grows etc. )
Bonus - it is really interesting to read about the companies that now as far from being called "a startup" at it possible (adobe probably a good example).
The core idea that a lot of companies who struggle to cross the chasm end up failing is a great. However, the content of the book is very outdated. In the new age of startups, lean methodology, continuous delivery, etc the concept of chasm has completely changed. Unfortunately, the book doesn't have substantial examples and case studies for the 21st century products. Due to this reasons i didn't find this book valuable and couldn't continue listening to it all the way.
I was concerned that this book's info might be outdated. Instead, it is now on my top 5 best business books. Not only does the author present great concepts about the technology adoption lifecycle, he also offers very valid and realistic advise for managing your way through the journey. I'll likely re-read this book several times. Highly recommend it.
Defining the "beach head" strategy - finding one very specific target market and going after it with full force. This seems like marketing 101, but the author goes into great detail about why this is so important when crossing the chasm. Uses D-Day as an analogy.
The narrator was very good. Easy to listen too.
It's too long for one sitting. Plus, I found myself listening to a section, then letting the concepts sink in. Then I'd either move on or listen to the section again. There were 3 or 4 sections that I listened to twice so I could get my head wrapped around the information.
Don't pass this up if you are building a web product, SaSS company, or a start up. Very important read.
The examples discussed are very old but the message remains evergreen. After all this is a book of understanding human behavior types and using it in marketing disruptive technology.
Doubtful. They should have never brought this book back from the dead. Although it was entertaining to hear about Apple's new Macintosh computer and all of the Star Wars references and quotes.
Something current regarding marketing, rather than hearing about the consumer dichotomy between Coral suite and Lenox...
Well the Paul Harvey reference made me chuckle...
My reaction was "I just got ripped off" This book is a book about marketing technology that was written in the 80's and then updated for the '90's. The audio portion was published 2012 but the book is the same book written in the '90's.
I have had some problems with the download so its not entirely the authors or narrators fault, but I am struggling to really get into this book. The content is important to me and so I keep trying, but I keep thinking about how those that cant do teach... Its just what keeps going through my head while listening.
It all seems to be based on "looking back" on successes and failures. I think it is easy to look backwards and make judgments, but why not take a stance and make some predictions about companies in the now and future? If you really know your stuff than put it out there for all to judge.
Sure it did/does. Still trying to get through it and maybe I will have some groundbreaking insights once I'm finished.
I am an avid listener. I listen between 75-100 hours per month on my iPhone: 60% fiction to 40% non-fiction.
It is hard to overstate the relevance and importance of the technology adoption curve and the chasm inherent in it introduced my Moore. I read the book in the 1990s. It was finally released on audible just this week. The technology adoption curve speaks to the five classes of adopters: innovators, early adopters, early majority, late majority and laggards. The chasm sits between the early adopters and the early majority. If you want to find out why and how to overcome this potential trap, you are going to have read this fascinating work by Geoffrey Moore.
I have made this required reading for my staff in marketing, sales and software documentation. I have also insisted on individuals starting out in tech read this book especially if they are trying to understand how to craft value propositions. It has something for us old grizzled veterans because it reminds of things we forget or sometimes just don’t take the time to do anymore. Sales folks will benefit because it explains why some people buy and some don’t. This is one of those books you'll have to have in your library. You should also have a hard copy to make a ton of notes in the margin.
I found nothing really ground breaking in this book. I agree with most of his points, but it is a little old and out of date. Examples given aren't really relivant any more.
I got into this Book based on a recommendation from another author. I liked the concepts presented but still think it could have been summarized better.
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