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Crossing The Chasm 3rd Edition Paperback – 28 Jan 2014

by Geoffrey A Moore (Author)

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The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

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Product details

Paperback: 273 pages
Publisher: Harperbusiness; 3 edition (28 January 2014)
Language: English
ISBN-10: 0062292986
ISBN-13: 978-0062353948
Product Dimensions: 13.5 x 1.7 x 20.3 cm
Boxed-product Weight: 222 g
Average Customer Review: 1 customer review
Amazon Bestsellers Rank: 6,255 in Books (See Top 100 in Books)
- #169 in Brand Management
- #57 in Marketing & Consumer Behaviour
- #53 in New Business Enterprises (Books)

Product description

About the Author

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.

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Matt Slutzkin

Great book for anyone starting a tech-based business

15 September 2018

Format: PaperbackVerified Purchase

Geoffrey lays out a very logical way of viewing the process of getting your product to "mass adoption". Whilst there is no magic bullet as to HOW to cross the chasm, the book sets up the wording and structure that can be reflected throughout a company to enable everyone to be on the same page as a business progresses. I would highly recommend the book.

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vlad-george ardelean

I didn't know much about marketing, so this gets 5 stars

8 March 2019 - Published on Amazon.com

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The book adressed a lot of issues relevant to my current company directly.

First of all, the chasm model applies in B2B scenarios. This is not a b2c marketing book even if some ideas do apply.

What I found interesting was that this book provides this model describing 5 different types of customers. Then we find ways in which to address these customers, the proper timings, the proper sales pitches, the product pricing, the competitors, the strategic partnerships, the development team, and even the compensation appropriate for the team, in order to attack each of the 4 market segments (1 market segment, or psychographic, as the author calls it, being pretty unapproachable).

Awesome book.

For me it would be an honest 4.5, as I didn't see a lot of references to more formal papers, but just to a few other books, and I don't want to just trust the author's wisdom on this, even if the book seems full of good ideas, and great explanations, and showcases nice ways of thinking about problems.

I recommend this to anyone living in a capitalist system, seriosly....But more seriously indeed, this is very good for developers that work in product companies. All of the marketing, sales and management stuff will make a hell of a lot more sense after this book! For marketing and sales people I'm not sure what to recommend, but the book does claim to create a common vocabulary for the different departments of an organization, so dunno, maybe try it, marketing/sales/management folks!

Enjoy!

Also, if anyone knows a good B2C marketing or sales book, feel free to recommend!

7 people found this helpful

Fred Cheyunski

Chasm Crossing for Disruptive Innovations Updated

31 March 2017 - Published on Amazon.com

Format: PaperbackVerified Purchase

This book provides a lucid, updated account about what is involved in successfully introducing and getting mainstream acceptance of disruptive innovations in high tech related businesses that can also be applied more broadly as well (e.g. in other industries, non-profits).

I first became aware of Moore’s book “Living on the Fault Line” (see my review of this and “Escape Velocity”) when at CSC Consulting where I also started to hear about his concepts such as the “Technology Adoption Life Cycle.” Given increased recent interest in such topics, it was heartening to discover that Moore had issued a new edition of his initial book which drew me to examine this version. and the book for the first time.

The book consists of two parts. Part I is about “Discovering the Chasm” the need to gain support for a disruptive innovation vs. just expecting The Field of Dreams (if you build it they will come) can be realized. Part II is about Crossing the Chasm using an analogy to the WWII D-Day invasion where the group has to: target the point of attack, assemble the invasion force, define the battle, and launch the invasion. A conclusion discusses the financial, organizational and R&D aspects of approaching and leaving the chasm behind. He treats how different stakeholders are involved and mobilized (see my review of Stakeholder Theory: The State of the Art). Helpful appendices summarize the high-tech market development model (which is business to business and the subject of Moore’s second book “Inside the Tornado”) and a four gears model for engaging consumers in adopting digital innovations (business to consumer).

At the time of this writing, I was doing some work with a non-profit organization advocating treatment and research advances related to mental health issues. I was struck by the notion that Moore’s model could apply in such non-profit sector situations as well (see my review of Daniel Siegel’s Mindsight: The New Science of Personal Transformation based on recent neuroscience). It also appeared to me that these ideas could relate to career entrepreneurship (see my review of the book “Value Proposition Design” by A. Osterwalder et al and another of their books, “Business Model You”).

Because of my background and interests at the time, my favorite parts had to do with the parts on basic definitions of the technology adoption life cycle and marketing elements such as the diagrams showing “the simplified whole product model” (page 137) and “the competitive positioning compass” (page 167, 189). I was impressed that the revised edition had pertinent references to then current developments such as the evolution of SaaS (Software as a Service) with groups such as when the founders of PeopleSoft overtaken by SAP and Oracle initiated Work Day and contributed to the rise of Cloud Computing. Other cases sited that were particularly relevant to me included the one on Documentum (use in Pharma Regulatory & Safety matters), early targeting of the Mac computer at Corporate Advertising/Art Departments and the graphic appeal of these machines. Moore’s proposed definition of chasm crossing transition roles such as target market segment manager and whole product manager as well as the compensation/reward considerations between them and pioneering salespeople and technologists also stood out for me.

So, for an update on chasm crossing for disruptive innovations (and its broader application), take a look at Moore’s most recent edition of his excellent first book.

14 people found this helpful

T. Tran

From the perspective of a pragmatist: SO ENLIGHTENING!

18 May 2018 - Published on Amazon.com

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Having read it once and going back for a more thorough study of its concepts, I want to enthusiastically propose that you read it also. It is called "Crossing the Chasm" by Geoffrey Moore.

The world of startups has always been fascinating yet elusive since I claim Houston as my home. "Crossing the Chasm" explains the psychology that derives from people's personalities and dictates how they analyze and evaluate new products in the Technology Adoption Life Cycle. If you've ever had an 'awesome' idea for a product or service and failed in its implementation (as I have several times), this book is like the advisor/counselor you wish you had when things were going off track. For sales and marketing, the book emphasizes concepts like making a product easy to buy (as opposed to easy to sell). I truly think any entrepreneur-at-heart will benefit from new perspectives!

This is the first book review/recommendation I've ever written up but when one feels enlightened, one would be remiss to not share it.

5 people found this helpful

Reg Nordman

Deep insights yet easy to read and digest. A success blueprint

27 March 2019 - Published on Amazon.com

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We read the first edition (1991) when it came out and found it bang on and helpful. It was time to reread it and the 3rd Edition reflects the work Moore has done ( and written about) with high tech companies in the last 25 years. I was particularly interested in the subtle insights he gives wrto sales and marketing jobs and personnel while moving along his time line. This reflects what we have learned about the types of people you need during the transition from Innovators/Visionaries ( Chasm) through to mid majority ( The Tornado). It is very useful for HR as well. If you have not read it - and are in any way in a high tech company - do so immediately. If its been awhile since you read it - its well worth the reread. It remains a concise book to company success and although an easy read , it is full of deep insights.

One person found this helpful

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