By Geoffrey A. Moore
Here is the bestselling consultant that created a brand new online game plan for advertising and marketing in high-tech industries. Crossing the Chasm has turn into the bible for bringing state-of-the-art items to gradually greater markets. This variation offers new insights into the realities of high-tech advertising, with particular emphasis on the web. It's crucial analyzing for someone with a stake within the world's most fun marketplace.
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Additional resources for Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
That is, market-leading products create an aftermarket that other vendors service. This radically reduces pragmatist customers’ burden of support. By contrast, if they mistakenly choose a product that does not become the market leader, but rather one of the also-rans, then this highly valued aftermarket support does not develop, and they will be stuck making all the enhancements by themselves. Market leadership is crucial, therefore, to winning pragmatist customers. Pragmatists are reasonably price-sensitive.
Space program, he showed himself to be something we in America had not known for some time—a visionary president. When Henry T. Ford implemented factory-line mass production of automobiles so that every family in America could afford one, he became one of our best-known business visionaries. When Steve Jobs took the Xerox PARC interface out of the laboratory and put it into a personal computer “for the rest of us,” then drove the rest of the PC industry to accept this computer almost in spite of itself, he showed himself to be a visionary to be reckoned with.
Visionaries are not looking for an improvement; they are looking for a fundamental breakthrough. Technology is important only insomuch as it promises to deliver on this dream. If the dream is cell phone usage anywhere, then the system will involve a matrix of Low-EarthOrbit satellites such as Iridium or Teledesic. If it is one-on-one marketing, then the technology will include data mining of transaction-processing databases such as that provided by BM’s Intelligent Miner. If it is an inventoryless 26 CROSSING THE CHASM supply chain then it will include advanced planning, forecasting, and replenishment algorithms combined to intercompany systems integration as companies like Manugistics and I2 bring to market.