Crossing the Chasm — Geoffrey A. Moore

Summary in 15 minutes. New technology reaches people in stages. But between the first fans and the first mainstream buyers lies a deep chasm. Not the whole market at once. Pick one small, specific market, become the leader there, then expand. Pragmatists don't just buy a product; they buy a complete solution. And they want to compare, so they know what you're an alternative to. You've finished reading. Now put your product's beachhead, whole product and positioning down on paper.

Key ideas of "Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers"

Where the Chasm Is

New technology reaches people in stages. But between the first fans and the first mainstream buyers lies a deep chasm.

1. Why This Book: Why early success doesn't last
2. The Adoption Life Cycle: Five kinds of buyer, five mindsets
3. The Chasm Between Visionaries and Pragmatists: The two groups speak different languages

Taking the Beachhead

Not the whole market at once. Pick one small, specific market, become the leader there, then expand.

1. The D-Day Strategy: All your force in one place
2. The Bowling Alley: Knock one pin down and the next ones fall
3. Choosing the Target: Scenarios, not guesswork

The Whole Product and the Battle

Pragmatists don't just buy a product; they buy a complete solution. And they want to compare, so they know what you're an alternative to.

1. The Whole Product: What it takes for the buyer's job to really get done
2. Creating the Competition and Positioning: Tell buyers what you're the alternative to
3. The Attack: Distribution and Pricing: The right people, the right price

Take Action

You've finished reading. Now put your product's beachhead, whole product and positioning down on paper.

1. 7-Day Action Plan: One task a day. Tick it off when done.
2. One-Page Cheat Sheet: The whole book at a glance. Save it.
3. Final Word: One Beach First: Start small, expand by plan

From the free first chapter

A new app or device hits the market. In the first few months a handful of enthusiasts snap it up, the press covers it, and investors are happy. Then sales suddenly stall, and nobody can work out what happened. Geoffrey A. Moore calls this stall "the chasm." His book Crossing the Chasm is about the strategy for getting across it.

Moore started out as an English literature professor. He then moved into marketing and consulting for technology companies in Silicon Valley, worked at Regis McKenna's firm, and later founded his own consultancy, The Chasm Group. The book first came out in 1991, with updated editions in 1999 and 2014. In the tech startup world it's still treated as close to required reading.

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