Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers

• Geoffrey A. Moore
• 1991-08-01
• 978-0060524760
• Product Management

It is a book that discusses the challenges of marketing and selling disruptive products to mainstream customers.

Moore argues that there is a "chasm" between the early adopters of a disruptive product and the mainstream market. Early adopters are typically technology enthusiasts who are willing to try new products, even if they are not perfect. The mainstream market, on the other hand, is more risk-averse and is less likely to adopt new products unless they are proven and have a clear value proposition.

Moore argues that companies need to adopt a different marketing strategy when crossing the chasm. They need to focus on educating the mainstream market about the benefits of their product and on reducing the risk of adoption.

Moore identifies five key customer segments in the technology adoption lifecycle:

Innovators: Innovators are the first to adopt new products. They are typically technology enthusiasts and are willing to take risks.
Early Adopters: Early adopters are the second group to adopt new products. They are more risk-averse than innovators, but they are still willing to try new products if they see a clear benefit.
Early Majority: The early majority is the third group to adopt new products. They are more risk-averse than early adopters, and they need to see a clear value proposition before they will adopt a new product.
Late Majority: The late majority is the fourth group to adopt new products. They are the most risk-averse of all the customer segments, and they need to see a clear value proposition and social proof before they will adopt a new product.
Laggards: Laggards are the last group to adopt new products. They are very risk-averse and typically only adopt new products when they are forced to do so.
Moore argues that companies need to focus their marketing efforts on the early majority when crossing the chasm. The early majority is the largest customer segment, and it is the key to achieving mainstream adoption.

Here are some specific tips from the book on how to cross the chasm:

Identify your target market. Who is your ideal customer? What are their needs and pain points? Once you understand your target market, you can tailor your marketing message to their specific needs.
Educate your target market. The mainstream market is less likely to be familiar with your product and its benefits. You need to educate them about the value proposition of your product and how it can solve their problems.
Reduce the risk of adoption. The mainstream market is more risk-averse than early adopters. You need to reduce the risk of adoption by offering free trials, money-back guarantees, and other risk-mitigating measures.
Partner with established companies. Partnering with established companies can help you to gain credibility and trust with the mainstream market.
Focus on customer satisfaction. The best way to cross the chasm is to focus on customer satisfaction. Deliver a great product and excellent customer service, and your customers will become your advocates.