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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – January 28, 2014

by Geoffrey A. Moore (Author)
4.6 4.6 out of 5 stars 2,345 ratings
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The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

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  1. Part of series
    Collins Business Essentials
  2. Print length
    288 pages
  3. Language
    English
  4. Publication date
    January 28, 2014
  5. Dimensions
    5.31 x 0.65 x 8 inches
  6. ISBN-10
    0062292986
  7. ISBN-13
    978-0062292988
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Editorial Reviews

From the Inside Flap

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with innovators and moves to early adopters, early majority, late majority, and laggards - there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

From the Back Cover

Praise for Previous Editions of Crossing the Chasm:

"Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys."
- James A. Unruh, CEO, Unisys

"Crossing the Chasm is no longer just the name of a great book - it has become a very effective management process. In venture capital, chasm management is a widely used boardroom tool for emerging technology companies. It works!"
- Joe Schoendorf, executive partner, Accel Partners

"Crossing the Chasm has contributed more to the art and science of high-tech marketing than any other book in the last decade. If you are not one of the thousands of businesses and universities incorporating the chasm insight into your operations, you have to be worried about your future."
- Tom Kendra, vice president, Worldwide Data Management Sales, IBM Software Group

Product details

  • Publisher ‏ : ‎ Harper Business; 3rd edition (January 28, 2014)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 0062292986
  • ISBN-13 ‏ : ‎ 978-0062292988
  • Item Weight ‏ : ‎ 7.7 ounces
  • Dimensions ‏ : ‎ 5.31 x 0.65 x 8 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 2,345 ratings

About the author

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Geoffrey A. Moore

Geoffrey A. Moore

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Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Wildcat Venture Partners portfolios and established high-tech enterprises, most recently including Salesforce, Microsoft, Autodesk, F5Networks, Gainsight, Google, and Splunk.

Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore’s latest business-related work, Zone to Win, addresses the challenge large enterprises face when embracing disruptive innovations, even when it is in their best interests to do so. It’s time to stop explaining why they don’t and start explaining how they can. This has been the basis of much of his recent consulting.

In a significant departure from Moore’s lifetime of business-related consulting, Moore uses his expertise at creating frameworks and applies it to the meaning of life itself and the big question, “What is going on?”. His latest book, The Infinite Staircase: What the Universe Tells Us About Life, Ethics, and Mortality, offers readers a complete look at how the universe has evolved and our ethical place within it. As Moore says in the book, “Our core sense of good and bad does not come from above. It is neither transcendent nor divine. Rather, it is inherent in our mammalian upbringing.”

Irish by heritage, Moore has yet to meet a microphone he didn’t like and gives between 50 and 80 speeches a year. One theme that has received a lot of attention recently is the transition in enterprise IT investment focus from Systems of Record to Systems of Engagement. This is driving the deployment of a new cloud infrastructure to complement the legacy client-server stack, creating massive markets for a next generation of tech industry leaders.

Moore has a bachelors in American literature from Stanford University and a PhD in English literature from the University of Washington. After teaching English for four years at Olivet College, he came back to the Bay Area with his wife and family and began a career in high tech as a training specialist. Over time he transitioned first into sales and then into marketing, finally finding his niche in marketing consulting, working first at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.

Customer reviews

4.6 out of 5 stars
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Top reviews from the United States

Fred Cheyunski
5.0 out of 5 stars Chasm Crossing for Disruptive Innovations Updated
Reviewed in the United States on March 30, 2017
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This book provides a lucid, updated account about what is involved in successfully introducing and getting mainstream acceptance of disruptive innovations in high tech related businesses that can also be applied more broadly as well (e.g. in other industries, non-profits).

I first became aware of Moore’s book “Living on the Fault Line” (see my review of this and “Escape Velocity”) when at CSC Consulting where I also started to hear about his concepts such as the “Technology Adoption Life Cycle.” Given increased recent interest in such topics, it was heartening to discover that Moore had issued a new edition of his initial book which drew me to examine this version. and the book for the first time.

The book consists of two parts. Part I is about “Discovering the Chasm” the need to gain support for a disruptive innovation vs. just expecting The Field of Dreams (if you build it they will come) can be realized. Part II is about Crossing the Chasm using an analogy to the WWII D-Day invasion where the group has to: target the point of attack, assemble the invasion force, define the battle, and launch the invasion. A conclusion discusses the financial, organizational and R&D aspects of approaching and leaving the chasm behind. He treats how different stakeholders are involved and mobilized (see my review of  Stakeholder Theory: The State of the Art ). Helpful appendices summarize the high-tech market development model (which is business to business and the subject of Moore’s second book “Inside the Tornado”) and a four gears model for engaging consumers in adopting digital innovations (business to consumer).

At the time of this writing, I was doing some work with a non-profit organization advocating treatment and research advances related to mental health issues. I was struck by the notion that Moore’s model could apply in such non-profit sector situations as well (see my review of Daniel Siegel’s  Mindsight: The New Science of Personal Transformation  based on recent neuroscience). It also appeared to me that these ideas could relate to career entrepreneurship (see my review of the book “Value Proposition Design” by A. Osterwalder et al and another of their books, “Business Model You”).

Because of my background and interests at the time, my favorite parts had to do with the parts on basic definitions of the technology adoption life cycle and marketing elements such as the diagrams showing “the simplified whole product model” (page 137) and “the competitive positioning compass” (page 167, 189). I was impressed that the revised edition had pertinent references to then current developments such as the evolution of SaaS (Software as a Service) with groups such as when the founders of PeopleSoft overtaken by SAP and Oracle initiated Work Day and contributed to the rise of Cloud Computing. Other cases sited that were particularly relevant to me included the one on Documentum (use in Pharma Regulatory & Safety matters), early targeting of the Mac computer at Corporate Advertising/Art Departments and the graphic appeal of these machines. Moore’s proposed definition of chasm crossing transition roles such as target market segment manager and whole product manager as well as the compensation/reward considerations between them and pioneering salespeople and technologists also stood out for me.

So, for an update on chasm crossing for disruptive innovations (and its broader application), take a look at Moore’s most recent edition of his excellent first book.
25 people found this helpful
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vlad-george ardelean
5.0 out of 5 stars I didn't know much about marketing, so this gets 5 stars
Reviewed in the United States on March 7, 2019
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The book adressed a lot of issues relevant to my current company directly.

First of all, the chasm model applies in B2B scenarios. This is not a b2c marketing book even if some ideas do apply.

What I found interesting was that this book provides this model describing 5 different types of customers. Then we find ways in which to address these customers, the proper timings, the proper sales pitches, the product pricing, the competitors, the strategic partnerships, the development team, and even the compensation appropriate for the team, in order to attack each of the 4 market segments (1 market segment, or psychographic, as the author calls it, being pretty unapproachable).

Awesome book.

For me it would be an honest 4.5, as I didn't see a lot of references to more formal papers, but just to a few other books, and I don't want to just trust the author's wisdom on this, even if the book seems full of good ideas, and great explanations, and showcases nice ways of thinking about problems.

I recommend this to anyone living in a capitalist system, seriosly....But more seriously indeed, this is very good for developers that work in product companies. All of the marketing, sales and management stuff will make a hell of a lot more sense after this book! For marketing and sales people I'm not sure what to recommend, but the book does claim to create a common vocabulary for the different departments of an organization, so dunno, maybe try it, marketing/sales/management folks!

Enjoy!

Also, if anyone knows a good B2C marketing or sales book, feel free to recommend!
23 people found this helpful
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Ines Cid
4.0 out of 5 stars Good condition and arrived in less than a week
Reviewed in the United States on February 9, 2024
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Got it for a fraction of the new price and it’s in good condition. Always buy second hand if I can!
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John Gibbs
5.0 out of 5 stars The biggest hurdle in marketing technology
Reviewed in the United States on February 6, 2014
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The point of greatest peril in the development of a high-tech market lies in making the transition from an "early market" dominated by a few visionary customers to a "mainstream market" dominated by a large block of customers who are predominantly pragmatists in orientation, according to Geoffrey Moore in the third edition of this book. The gap between early and mainstream markets is what the author refers to as the "chasm", and many entrepreneurial businesses have fallen into it.

The chasm arises because innovators and early adopters of a new high-tech market have a fundamentally different outlook from that held by mainstream customers. Innovators are the first to try a new technology. They are the enthusiasts who don't care about manuals or user-friendliness or even practical benefits; all they care about is trying out something interesting and different. Visionary early adopters start to care about a new product when they can see that it enables a strategic leap forward, and they tend to be willing to pay for the strategic advantages which they hope the product will bring to them.

Mainstream purchasers, on the other hand, want to see that the product is working well and providing productivity improvements for other people like themselves, before they are willing to buy. The problem is that only other mainstream purchasers are "people like themselves", as references from visionary early adopters tend to be suspect. Thus a product which does well with innovators and early adopters can fall into the chasm because no mainstream purchasers are willing to be the first "people like themselves" to take it on.

The book, which goes on to describe the steps which need to be taken to cross the chasm, has become a classic since the first edition was published in 1991, but the content has been rewritten in the latest edition to bring it right up to date. The real question is whether, in the current environment of disruptive technologies, the principles outlined in the book continue to apply. Downes and Nunes in their book  Big Bang Disruption: Strategy in the Age of Devastating Innovation  present a very different picture of how innovations start, shoot to prominence, and die out in a very short space of time.

It seems to me that perhaps there is some similarity between the "singularity" early stage of the Big Bang model and the early adopter stage of Moore's model. Many products never make it out of the singularity. Further, perhaps there is no longer a single model that applies to all technology innovations. Undoubtedly there are many products which do follow Moore's model and have to come up with a strategy for crossing the chasm, but perhaps there are other products to which the model does not apply.

In any event, this is a very useful book for any entrepreneur or marketer in a field of technology.
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Top reviews from other countries

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Juan José Díaz Tello
5.0 out of 5 stars A must
Reviewed in Mexico on July 25, 2021
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Excelente libro
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S7
5.0 out of 5 stars Super livre !
Reviewed in France on December 15, 2022
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Ce livre n'est pas jeune mais pourtant il reste un "must" en terme de lecture pour ce qui concerne le business modele des starts-up où de n'importe quel business d'ailleurs.

Il livre de chevet à garder à vie pour tous les commerciaux et entrepreneurs qui veulent réussir dans ce qu'ils font.
One person found this helpful
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Vivek Slaria
5.0 out of 5 stars Must read for any tech product entrepreneur
Reviewed in India on November 18, 2022
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Read it to change the way you look at product marketing
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André Ferraz da Costa
5.0 out of 5 stars Best marketing book ever read
Reviewed in Brazil on March 14, 2020
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This is by far the best book about marketing and populations strategy you will ever seen. Continuing the work of Everett Rogers and Roger McKenna, the legends.
One person found this helpful
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Jan Wall
5.0 out of 5 stars As Valuable Today As It Was years Ago
Reviewed in Canada on April 21, 2017
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There is a general tendency to discount books and articles as they age. This is particularly true in high technology. This book, however, is a classic. Its lessons are just as valuable today as they were when the book was first published. The author has taken pains to update his examples with recent market developments and I applaud him for that. But the underlying truths, the insights that are not at all obvious, are all the more valuable because they are not obvious and are instrumental in informing management's decisions. In 2017 I would recommend this book to all senior managers and stakeholders in both B2B and B2C companies.
2 people found this helpful
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