Crossing the Chasm
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Crossing the Chasm is a marketing book by Geoffrey A. Moore that focuses on the specifics of marketing high tech products. It was first published in 1991.
Moore uses the diffusion of innovations theory from Everett Rogers, but argued that there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists). Moore argues that this is because visionaries and pragmatists have very different expectations. Moore attempts to explore those differences and builds from there to suggest techniques to successfully cross the "chasm", including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, choosing the most appropriate distribution channel and pricing.
Moore's approach has been criticized from a strategic perspective because it deals with adoption and not profit. It is possible that in many cases "crossing the chasm" may not lead to profitability. Similarly, Moore places a large emphasis on being the first to cross the chasm, but there is substantial evidence that being a later mover in a given technology market may also be advantageous. Finally, Moore's theories may not be applicable in many non-technology markets.
In 2002, 10 years after the first publication, more than 300,000 copies had been sold. Crossing the Chasm is available in several prints, one is ISBN 0060517123.