Summary of Crossing the Chasm

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Crossing the Chasm book summary
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Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

This serious, detailed book offers a nonconventional marketing approach for high-tech promoters and investors. Consultant Geoffrey Moore has thought long and hard about how to market new technology, so the book sometimes reads like an intriguing personal essay. He makes an elaborate case about different technology users, citing product examples to explain why each consumer matters at certain stages in product marketing. At times, his presentation get a little strained, such as when he tries to describe how consumer groups "reference" each other or how marketers must engage in "informed intuition." Moore devised his own explanations for the successes and failures of different high-tech marketing tactics, so your level of agreement depends on how much of his detailed theory fits your marketing concerns. getAbstract finds substantial interest and value in this exploration of high-tech marketing.

About the Author

Geoffrey A. Moore is a managing partner at a consulting firm in San Mateo, California, and a partner in a venture capital firm in Menlo Park, California. He is the author of Inside the Tornado, The Gorilla Game and Living on the Fault Line.

 

Summary

Building Bridges

Technology buttresses America’s global competitiveness. But to remain competitive, companies must market new technology properly to key audiences. So much rides on this factor that entire companies have failed after a few quarters of declining sales triggered negative signals to equity analysts, thus shortening the careers of many high-tech marketing professionals. While nontech U.S. companies often market their products successfully, why have so many high-tech products disappeared - presumably as a result of marketing failures?

The answer partially lies in finding the right market. Many technology products fail to make the transition from a few early adopters to a larger audience that has very different concerns. Marketers may assume this transition will be seamless, but it is a huge "chasm" and crossing it is so dangerous that it is the main reason tech companies falter. To survive this transition from serving a fad to feeding a trend, high-tech marketing’s challenge is to manage the fad successfully and then turn it into a trend. This is how many successful high-tech products have been launched. Without the acceptance of a wide market beyond early...


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    G. B. 5 years ago
    I got this book when doing my MBA, and it changed my professional life. A must-read for anyone in technology business. 
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    T. B. 8 years ago
    Just the best book about selling B2B technology products I have ever read. Great.
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      Pat Brigger 8 years ago
      Absolutelty! Almost ten years old, but still a must read for every executive, not only sales people.