This is a summary review of Crossing the Chasm containing key details about the book.
What is Crossing the Chasm About?
Crossing the Chasm creates a new game plan for marketing in high-tech industries. It has become the bible for bringing cutting-edge products to progressively larger markets. The book 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.
Who is the author of Crossing the Chasm?
Geoffrey Moore is an American organizational theorist, management consultant and author, known for his work Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers.
How long is Crossing the Chasm?
- Print length: 211 pages
What genre is Crossing the Chasm?
Business, Nonfiction, Entrepreneurship
What are good quotes from Crossing the Chasm?
“The number-one corporate objective, when crossing the chasm, is to secure a distribution channel into the mainstream market, one with which the pragmatist customer will be comfortable. This objective comes before revenues, before profits, before press, even before customer satisfaction. All these other factors can be fixed later - but only if the channel is established.”
“pragmatists are more interested in the market’s response to a product than in the product itself. What”
“This material focuses primarily on marketing, because that is where the leadership must come from,”
“there is something fundamentally different between a sale to an early adopter and a sale to the early majority, even”
“The Bots are taking over”
“Chasm crossing is not the end, but rather the beginning, of mainstream market development.”
“When pragmatists buy, they care about the company they are buying from, the quality of the product they are buying, the infrastructure of supporting products and system interfaces, and the reliability of the service they are going to get.”
“Oh, to be sure, there are the get-rich dreams that float in and out of idle conversation. But there are much headier rewards closer at hand - the freedom to be your own boss and chart your own course, the chance to explore the leading edge of some new technology, the career-opening opportunity to take on far more responsibility than any established organisation would ever grant. These are what really drive early market organisations to work such long hours for such modest rewards - the dream of getting rich on equity is only an excuse, something to hold on to your family and friends as a rationale for all this otherwise crazy behavior.”
“the company may be saying “state-of-the-art” when the pragmatist wants to hear “industry standard.”
“you get installed by the pragmatists as the leader, and from then on, they conspire to help keep you there.”
“Entering the mainstream market is an act of burglary, of breaking and entering, of deception, often even of stealth.”
“customers often bend over backward to give market share leaders second and third chances, bringing cries of anguish from their competitors who would never be granted such grace.”
What are the chapters in Crossing the Chasm?
Chapter 1: High-Tech Marketing Illusion
Chapter 2: High-Tech Marketing Enlightenment
Chapter 3: The D-Day Analogy
Chapter 4: Target the Point of Attack
Chapter 5: Assemble the Invasion Force
Chapter 6: Define the Battle
Chapter 7: Launch the Invasion
Tal Gur is an impact-driven entrepreneur, author, and investor. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living - 1 Man, 10 Years, 100 Life Goals Around the World, has led him to found Elevate Society and other impact-driven ventures.