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Crossing The Chasm

Crossing the Chasm by Geoffrey A. Moore focused on the specifics of marketing high tech products during the early startup period. Moore explored and expanded of the diffusion of innovations model. Moore argues that there is a chasm between the early adopters of a product (the technology enthusiasts and visionaries) and the early majority (the pragmatists).

Moore believes visionaries and pragmatists have very different expectations, and he attempts to explore those differences, and 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.

Chasm crossing is not the end, but rather the beginning of mainstream market development.

How To Cross

  1. Niche Market: To cross the chasm, you must target a specific niche market and dominate it from the beginning.
  2. Word of Mouth: The number-one source of information that buyers use as reference in the high-tech buying process is word-of-mouth.
  3. Whole Product: Until the whole product (basic requirements) is available, your company cannot have a claim to the mainstream market.
  4. Positioning: Positioning is more about the mindset of the customer, than it is about yours.
  5. Market Strategy: Each time you make the transition from one category to the next, be sure that you’ve changed your market strategy in a way that fits specific group of buyers.

Moore says that there are five main segments: innovators, early adopters, early majority, late majority and laggards. According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group. The most difficult step is making the transition between visionaries (early adopters), and pragmatists (early majority). This is the ‘Chasm’ that he refers to. As a footnote, Moore emphasizes that:

Your own organization will be the most troublesome partner to handle.

Crossing The Chasm (4:30)

Jeoffrey Moore

How to successfully bring disruptive innovations to market?

NOTE: video starts & stops at pre-assigned times

Experiments (3:30)

Eric Ries

Hypothesis (what): A clear statement that can be proven false.
Metric: Measures which invalidate the hypothesis.
Experiment: Steps taken to gather data (specific time limits).  

Experimenter Template (pdf)    CC 4.0 Share Alike Startup Commons

Lean Startups (8:30)

Eric Ries

How to validate your idea or project?

NOTE: video starts & stops at pre-assigned times

Experimenter Template

‘The only way to effectively scale an experimentation process is to apply sound and consistent reasoning and analysis that takes context into account. Experiments allow you to generate tailored insights which meet your objectives.’ ~ M. Bamberger

Experimenter Template (pdf)

ACTIVITY

Experimenter Time

Now it’s time to refine your experimentation in order to advance your idea even further. The Experimenter Herder Template allows you to do this.

Create an Experimenter Headers for your next phase of experimentation. This process will allow you to apply ‘sound and consistent reasoning’ to experiments which help you iterate your original idea.

Experimenter Template (pdf)

Create Herder Now!

Course Curator: Dr. Gerard L. Danford

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