Crossing The Chasm
Marketing and Selling Disruptive Products to Mainstream
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Main Tools & Concepts
Overview: Moore overlays new insights, strategies and tactics on top of the "Diffusion of Innovation" theory developed by Everett Rogers in the 1960's His main insight in this book is the "chasm" which frequently exists in markets between the innovator and early adopter segments, and the early majority segment, where customers requirements with regards to the value proposition or other components of the business model are different. If these differences are not satisfied, there is a risk that the early majority segment will simply not buy what is offered, resulting in sales falling off a cliff into the chasm. 
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Context in the 6 Step Strategy Framework
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The concepts in Crossing the Chasm help organisations determine if they need to make changes in their value proposition as they move from selling to just the Early Adopters segment and look to sell the Early Majority segment and beyond.
Although the concept is over 20 years old, it is still relevant today, and can be used to highlight the new and increasingly common belief in some organisations that a "minimum viable product or MVP is good enough for more than just the Innovators or early adopters’ market. |