Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
Hardcover Paperback Kindle EditionCrossing the Chasm is a marketing guidebook written by Geoffrey A. Moore that explains how to sell high-tech products or services to mainstream customers. The “chasm” he refers to is the gap that exists between innovators and early adopters of technology, and the majority of the market. The book outlines how companies can navigate this gap by understanding the different stages of market adoption and tailoring their marketing strategies accordingly. Moore explains that while early adopters may be willing to take on new, untested products, the mainstream market requires more convincing and careful attention. The book also emphasizes the importance of segmentation, targeting, and positioning (STP) in successful marketing, and offers practical advice for building a winning marketing and sales team. Overall, Crossing the Chasm is a must-read for anyone working in the high-tech industry looking to successfully market their product to the mainstream market.
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