Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
Geoffrey A. Mooreamazon.com
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
You need to make clear to everyone involved that a technology shift is under way here and that old solutions simply cannot hope to keep up. Trade magazines on their best day cannot be interactive. Direct mail programs on their best day cannot catch me at the golf course. General agents on their best day cannot provide round-the-clock answers to con
... See moreAs we have just seen, the whole product model provides a key insight into the chasm phenomenon. The single most important difference between early markets and mainstream markets is that the former are willing to take responsibility for piecing together the whole product (in return for getting a jump on their competition), whereas the latter are not
... See moreTo put it simply, the consequences of being sales-driven during the chasm period are fatal. Here’s why: The sole goal of the company during this stage of market development must be to secure a beachhead in a mainstream market—that is, to create a pragmatist customer base that is referenceable, people who can, in turn, gain us access to other mainst
... See moreIn our experience to date with developing an early market, competition has not come from competitive products so much as from alternative modes of operation. Resistance has been a function of inertia growing out of commitment to the status quo, fear of risk, or lack of a compelling reason to buy. Our goal in the early market has been to enlist visi
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