Crossing the Chasm
Author: Geoffrey A. Moore
List Price: $17.95
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ISBN: 0060517123
Publisher: HarperBusiness (20 August, 2002)
Sales Rank: 342
Average Customer Rating: 4.24 out of 5
Customer Reviews
Rating: 5 out of 5
Two Immensely Helpful Companions
Crossing the Chasm (1991) and Inside the Tornado (1995) aremost valuable when read in combination. Chasm "is unabashedly aboutand for marketing within high-tech enterprises." It was written forthe entire high tech community "to open up the marketing decision making during this [crossing] period so that everyone on the management team can participate in the marketing process." In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success. In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two books have been promoted. True, they provide great insights into marketing within the high technology industry. However, in my opinion, all e-commerce (and especially B2B) will be centrally involved in that industry. Moreover, the marketing strategies suggested are relevant to virtually (no pun intended) any organization -- regardless of size or nature -- which seeks to create or increase demand for what it sells...whatever that may be. I consider both books "must reading."
Rating: 5 out of 5
A classic in business analysis
This book works best when read in combination with Inside the Tornado. These two books have also been updated and integrated into Moore's latest, Living on the Fault Line. Crossing the Chasm, like the other books, is about and for marketing within high-tech enterprises. Moore's view is that high tech products require marketing strategies that differ from those in other industries. The "chasm" is the gap between sales to technically literate buyers and mainstream buyers. Moore's book provides well thought out strategies for bridging this gap. Moore disputes the prevailing view that rapid mainstream growth can follow continuously from early market success. Quite different strategies are needed and Moore provides them, illustrated by examples of companies and products that have successfully crossed the chasm. This is well worth reading, though if you read only one book by Moore, make it his latest, Living on the Fault Line.
Rating: 4 out of 5
a high tech business classic
Let's face it -- 80% of business books are pure garbage.This is one of the gems. One that should sit on your office bookshelf.
Moore came up with an interesting take on how high tech businesses must move from early adopters to the mainstream and the challenges involved.
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