How companies "grow up"

books:


	• Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey A. Moore HarperBusiness, 1999 - 256 pages average customer review:based on 94 reviews view larger image
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highly recommended

Surprisingly Real

It is amazing how this book describes, through real examples, they key role that the marketing plays in the massive adoption of a technology. Although most of the ideas should be known by most of the technological marketing people, this book must be a reference for newcomers.

Worth reading

Nutshell review - A good concept, insight, idea and explained well. As is often the case though, it could have been written in far fewer pages (but where's the margin in that?).

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Crossing the Chasm

I've bought copies of Crossing the Chasm for two customers and one associate. I guess that means I'm impressed.

Few books, IMHO, can have a profound "life altering" effect on a business. E-Myth Revisited was one. This is another. It provides a very well thought out and persuasive strategy for transitioning a high-tech product from a geek market into the mainstream.

A must read if you have a highly advanced product and are struggling to get traction in the market place.

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How companies "grow up"

Having already read the sequel, Inside the Tornado, I wondered whether this book had essentially been summarized in that one. While the basic premise of the technology adoption lifecycle is common to both books, this book, as the name implies, gives much more focus and detail to the stage of "crossing the chasm". This translates to the time between the first few big sales (from innovators) and the point where there are steady (and growing) sales (from pragmatists). This is a particularly troubling time for most companies because what worked on those first few will FAIL on the next customers, because they are more risk-averse. This book does a fantastic job of not only explaining what needs to be done, but WHY as well.

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reviews: page 1, 2, 3, 4, 5, 6, 7, 8, 9, 10

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for brining cutting-edge products to progressively larger markets. This revised and updated edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

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