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Loading... Crossing the Chasmby Geoffrey A. Moore
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will love Sign up for LibraryThing to find out whether you'll like this book. I included this book in my book: The 100 Best Business Books of All Time. www.100bestbiz.com. (  )  toddsattersten | May 8, 2009 |  The book is basically broken into two parts. The first part focuses on how mainstream adoption of technology differs from early adopters' and the challenges of shifting strategies from one to the other. He takes a logical, common-sensical approach that matches up with what I've experienced as well as basic human behavior.The second part takes that theory and helps you develop a tactical plan for going after the mainstream. He touches on choosing target markets, positioning, pricing, sales channels, and a host of other aspects of the strategy. It is an exceptional book that marries theory and execution into an effective playbook for tech leaders. ( ) ps1160 | Aug 1, 2008 | OK I hate to say that such a banal business book captures in a few pages my over arching outlook on how change happens in the world (and just so happens to be a good way to approach launching high tech innovations). I refer to it often as a baseline for clients and anyone I am talking to to understand the process they are about to embark upon. I recommend it highly to all my clients so we can agree to speak the same language about product development and the world we are trying to launch it into. (  ) brett_in_nyc | Apr 26, 2008 | The old "it" book of the technology business which brough the term "early adopters" into day to day corpo speak. Like most businees books, this is a very quick read and presents some a reasonable idea - how to move your customers from the type of people that must have any news thing - to the general public. Like most business books, yet again, it could have been a magazine article not a book. (  ) piefuchs | Mar 4, 2007 | Good if you want to understand the introduction of new technologies into the marketplace. ( ) kawgirl | Oct 7, 2006 |  no reviews | add a review
Amazon.com (ISBN 0060517123, Paperback)Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market. Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone. (retrieved from Amazon Fri, 24 Apr 2009 07:58:01 -0400) The first test round has been closed. Visit the Open Shelves Classification group for details. |
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