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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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Crossing the Chasm summary
Marketing and Selling Disruptive Products to Mainstream Customers
17 mins
Brief summary
Crossing the Chasm by Geoffrey A. Moore is a marketing classic that outlines a framework for selling technological products. The book delves into the gap between early adopters and the early majority, providing strategies for bridging this chasm to achieve widespread adoption.
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Crossing the Chasm
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Key idea 1 of 9
Technological innovations are absorbed in stages by different groups.
All innovative technological products take time to be absorbed by any community.
Due to differences in attitudes to new technology, this adoption process tends to happen in stages, one group of people at a time, according to the aptly named Technology Adoption Life Cycle.
The first to adopt a new technology are the technology enthusiasts, for whom technology is a central interest in life. They simply want the hottest new technology before everyone else, even if it is still bug-ridden and faulty in places.
Next in line are the visionaries. Rather than the technology itself, they are interested in the strategic competitive advantage it could provide. They seek breakthroughs, not minor improvements to the status quo.
The above two groups constitute the relatively small early market, which is followed by the vital and far larger mainstream market.
Once a technology has proven itself and a clear market leader has emerged, the pragmatists, constituting roughly one third of the entire market, feel safe enough to jump on board. Unlike the visionaries, they are not looking for big changes, but rather incremental benefits gained from standardized, well-supported products. Pragmatists make for extremely loyal customers and thus winning their support is the key to long-term market dominance.
The fourth group, the conservatives, is as numerous as the pragmatists, but suspicious of high-tech. They want simple, high-quality, low-cost products with no hassle involved.
Finally, the skeptics are a small high-tech resistant group who are most often ignored as a customer segment, but who can provide valuable feedback on how your product is failing to meet their expectations.
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What is Crossing the Chasm about?
Crossing the Chasm (1991) examines the market dynamics faced by innovative new products, particularly the daunting chasm that lies between early to mainstream markets.
The book provides tangible advice on how to make this difficult transition and offers real-world examples of companies that have struggled in the chasm.
Crossing the Chasm Review
Crossing the Chasm (1991) by Geoffrey A. Moore is a book that provides valuable insights into successfully launching disruptive technologies in the market. Here are three reasons why this book is worth reading:
- It offers a proven strategy for targeting and conquering a specific segment of the market, helping companies navigate the difficult transition from early adopters to mainstream customers.
- The book uses real-world case studies to illustrate the concepts, making it relatable and applicable to various industries and scenarios.
- Moore's expertise in marketing and technology shines through in this book, providing readers with practical advice and actionable steps to accelerate growth and gain a competitive edge.
Who should read Crossing the Chasm?
- Anyone working within the high tech industry
- Anyone trying to enter a market with an innovative product
- Anyone interested in how high tech products are adopted
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Crossing the Chasm FAQs
What is the main message of Crossing the Chasm?
The main message of Crossing the Chasm explores how to successfully navigate the transition from early adopters to mainstream customers.
How long does it take to read Crossing the Chasm?
The reading time for Crossing the Chasm varies, but it typically takes several hours. However, the Blinkist summary can be read in just 15 minutes.
Is Crossing the Chasm a good book? Is it worth reading?
Crossing the Chasm is a must-read for entrepreneurs and innovators. It offers valuable insights and strategies to cross the gap between early adopters and the mainstream market.
Who is the author of Crossing the Chasm?
The author of Crossing the Chasm is Geoffrey A. Moore.
What to read after Crossing the Chasm?
If you're wondering what to read next after Crossing the Chasm, here are some recommendations we suggest:
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- Good Strategy, Bad Strategy by Richard Rumelt
- Inspired by Marty Cagan
- F.I.R.E. by Dan Ward
- How to Think Like a Roman Emperor by Donald Robertson
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