13min
Every year hundreds of startups with innovative and interesting products fail, without ever reaching their majority markets. In Crossing the Chasm, Geoffrey Moore explains just how the technology adoption cycle works, showing us how the wrong strategy can lead our company to fall into the “chasm”, meaning the space that separates those who are passionate about new tech, and the majority.
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Analysis and key concepts
01.
The Technology Adoption Life Cycle
02.
The five phases of the Technology Adoption Life Cycle
03.
The chasm that divides the early adopters from the majority
04.
Before the chasm – early and enthusiastic users
05.
Dividing your clients into segments to offer each one the best product
06.
The mainstream market expects more than a simple product
07.
Choosing your attachment point
08.
How the value of our product changes over time
09.
Quotes
10.
Take-home message
Progress is often driven and guided by new technologies that change the way we live and work. This change often happens gradually, making small improvements to well-established systems. Sometimes, however, new or revolutionary technologies pop up, which have the ability to profoundly change our habits in a very short time.
The most drastic changes are those, which affect the modernisation process that our society goes through. However, the adoption of these new products or technologies does not happen in a single step, but over several phases. In each of these phases, users of these innovations have different characteristics, interests and motivations; this is the Technology Adoption Life Cycle.
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The author
Geoffrey A. Moore is an American author and consultant who works with market dynamics in the field of technological innovation. He devotes part of his time to helping both small startups and big companies, among which are some well-known names such as Salesforce, Microsoft and Intel. He has written several bestsellers, including Escape Velocity, Inside the Tornado and Living on the Fault Line. His first book, Crossing the Chasm, now on its third edition, is considered indispensable reading for anyone who works in marketing in the tech environment.
Edition
Publishing house:
Harper Business
Year:
2014
Pages:
288
ISBN:
978-0062353948