Crossing the Chasm, 3rd Edition：Marketing and Selling Disruptive Products to Mainstream Customers

Thebibleforbringingcutting-edgeproductstolargermarkets—nowrevisedandupdatedwithnewinsightsintotherealitiesofhigh-techmarketingInCrossingtheChasm,GeoffreyA.MooreshowsthatintheTechnologyAdoptionLifeCycle—whichbeginswithinnovatorsandmovestoearlyadopters,earlymajority,latemajority,andlaggards—thereisavastchasmbetweentheearlyadoptersandtheearlymajority.Whileearlyadoptersarewillingtosacrificefortheadvantageofbeingfirst,theearlymajoritywaitsuntiltheyknowthatthetechnologyactuallyoffersimprovementsinproductivity.Thechallengeforinnovatorsandmarketersistonarrowthischasmandultimatelyaccelerateadoptionacrosseverysegment.ThisthirdeditionbringsMoore'sclassicworkuptodatewithdozensofnewexamplesofsuccessesandfailures,newstrategiesformarketinginthedigitalworld,andMoore'smostcurrentinsightsandfindings.Healsoincludestwonewappendices,thefirstconnectingtheideasinCrossingtheChasmtoworksubsequentlypublishedinhisInsidetheTornado,andthesecondpresentinghisrecentgroundbreakingworkfortechnologyadoptionmodelsforhigh-techconsumermarkets.