Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers

Geoffrey A. Moore, Regis McKenna · First published July 25th 2006

Here is the bestselling 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.

“Crossing the Chasm” by Geoffrey Moore, is a classic in high-tech marketing. It outlines the challenges faced by startups in taking their innovative technology products from early adopters to the mass market.

1. The technology adoption life cycle: Understand the different stages of adoption, from innovators to laggards, and the challenges faced at each stage.
2. The chasm: Recognize the gap between early adopters and the early majority, and the importance of crossing it to reach the mass market.
3. The whole product: Consider the total package of products and services that customers require to make a purchase, not just the technology itself.
4. The beachhead market: Choose a niche market to target first and build a loyal customer base before expanding to the broader market.
5. The marketing message: Craft a clear, concise message that appeals to the target market and differentiates the product from its competitors.
6. The marketing plan: Develop a comprehensive marketing plan that includes PR, advertising, events, and direct marketing.
7. The marketing organization: Build a cross-functional team of sales, marketing, and technical experts to support the marketing effort.
8. The reference customers: Secure reference customers who can vouch for the product and provide credibility to the marketing effort.
9. The visionary pitch: Create a compelling story that highlights the benefits of the product and its potential to revolutionize the market.
10. The execution: Stay focused on executing the marketing plan, measuring results, and continuously improving the marketing effort.