Crossing the Chasm: Marketing and Selling High-tech Products to Mainstream Customers

By Geoffrey A. Moore

"Crossing the Chasm" has become the bible for bringing cutting-edge products to progressively larger markets.

Crossing the Chasm is closely related to the technology adoption lifecycle where five main segments are recognized; innovators, early adopters, early majority, late majority and laggards. According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group. The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority). This is the chasm that he refers to. If a successful firm can create a bandwagon effect in which enough momentum builds, then the product becomes a de facto standard.

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