Crossing the Chasm
Marketing and Selling High-Tech Products to Mainstream Customers
Summary:
The book presents a marketing strategy for high-tech companies, focusing on the challenges of transitioning from early adopters to the more pragmatic majority. It introduces the Technology Adoption Life Cycle and the concept of the "chasm" that separates early adopters from the early majority, providing tactics to successfully bridge this gap and achieve widespread market adoption.
Key points:
1. Technology Adoption Life Cycle: Moore's model outlines five groups that adopt technology in stages: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards, each requiring different marketing approaches.
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