Crossing the Chasm by Geoffrey A. Moore Summary and Reviews
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Book Reviews of Crossing the Chasm
Book Review: How companies "grow up"
Summary: 5 Stars
Having already read the sequel, Inside the Tornado, I wondered whether this book had essentially been summarized in that one. While the basic premise of the technology adoption lifecycle is common to both books, this book, as the name implies, gives much more focus and detail to the stage of "crossing the chasm". This translates to the time between the first few big sales (from innovators) and the point where there are steady (and growing) sales (from pragmatists). This is a particularly troubling time for most companies because what worked on those first few will FAIL on the next customers, because they are more risk-averse. This book does a fantastic job of not only explaining what needs to be done, but WHY as well.Book Review: Marketing 101 for technical products and/or services
Summary: 5 Stars
I re-read this book recently. It's Marketing 101 for anyone working with technical products and/or services. The book leverages the Diffusion of Innovations Theory (from Everett Rogers). Simply stated early adopters are different from the majority. To secure more users, it's important explore those differences. This book will help you choose a target market, understand the whole product concept, position the product, build a marketing strategy, as well as choose the most appropriate distribution channel and pricing.Book Review: Marketing Tools for Every Business
Summary: 4 Stars
I am not a technology business owner, but reading this book helped me understand how to take my innovative research and consulting practice to market in a more effective way. My key learnings were that "Markets" must be self-referencing (first three chapters) and how to profile and reach your targets within each market. Moore actually has a step by step profiling questionnaire that we've made copies of and distributed among our strategy team.
It's one of those books you need to dog-ear and write in the margins, make copies of, and share with your management team. Read it before investing any more money into a marketing campaign to make sure that you're investing in the right places, and reaching the right people.
Book Review: Marketing and Selling Tech stuff to Consumers-- THE BIBLE
Summary: 5 Stars
Yep, that's what this is the BIBLE for marketing and selling tech product to mainstream customers. Foreword by Regis McKenna -- the guy who launched APPLe...A great book that covers such topics from the basics of tech marketing including the revised technology adoption lifecycle from innovators to early adopters to early majority, late majority and laggards (the people still not using the Internet today)....so what is the chasm-- according to WiKIPEDIA it is:chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists). He says tgat visionaries and pragmatists have very different expectations. The book outlines techniques to successfully cross the "chasm", including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, choosing the most appropriate distribution channel and pricing. Critics criticize the book because it deals with adoption and not profit. Not all products that get across the chasm make MONEY! by 2002 -- more than 300,000 of these books had been sold according to various sources on the web. If you're in Silicon Valley you better know what CROSSING THE CHASM means and take a look at buying his next book too....and if you don't know what an early adopter is ---well don't bother to try to market a tech product!Book Review: Much ado about nothing
Summary: 1 Stars
"Crossing the Chasm" is essentially about crossing a 'chasm' in the Technology Adoption Lifecycle.
There is, however, a major flaw with this idea. The Technology Adoption Lifecycle is a normal distribution and there are no chasms in normal distributions -- it is against the very definition of normal distributions.
Notwithstanding, I do think the author was before his time. If you graph the phenomenon he is talking about, it seems very similar to the Gartner Hype Cycle, and how to get you and your product through the Trough of Disillusionment.
Even Rogers in the fifth edition of his book, Diffusion of Innovations, denies the chasm suggestion.
If you are interested in technology adoption, give this one a miss.