Marketing and Selling Disruptive Products to Mainstream Customers
Now in it’s 3rd edition, Geoffrey Moore’s classic business book, Crossing the Chasm is one of the most quoted books in the history of technology product management. Moore was one of the first to identify the difference between the behaviors of people inventing technology, Innovators, those willing to experiment with early versions of new technology, Early Adopters, those in the majority who are less willing to be on the “bleeding edge” of technology adoption, the Early Majority and Late Majority groups, and those who join the parade as it’s about to end, Laggards. His description of the buying behaviors and the product needs necessary to meet the needs of each group has guided thousands of companies as they build products and solutions for new markets.
Moore’s third edition includes updated examples of successes and failures, ideas for success in the digital world, and other new ideas. This edition includes two appendices, one that provides insight into another of Moore’s books, Inside the Tornado. The second appendix adds information on research that expands the technology adoption models to include high-tech consumer markets.
Everyone working in or with companies providing technology products to market should have an understanding of Moore’s Technology Adoption Life Cycle and would be well served by reading this latest edition.
How has the Technology Adoption Life Cycle helped you bring your products to market? Let us know in the comments below.
Also published on Medium.