Crossing the Chasm
Book cover
Crossing the Chasm is a marketing book by Goeffrey A. Moore that focuses on the specifics of marketing high tech products. It was first published in 1991.
Moore's theory is built on the idea the Technology Adoption Life Cycle curve is not continuous in high tech markets (see diagram below). Moore argues that there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists) as visionaries and pragmatists have very different expectations. Moore exposes those differences and builds from there to suggest techniques to successfully cross the chasm, including choosing a target market, understanding the whole product concept, positioning the product, building a market strategy, choosing the most appropriate distribution channel and pricing.
The Technology Adoption Life Cycle
The book is very accessible and not written just for marketing specialists. In 2002, 10 years after the first publication more than 300,000 copies had been sold.
See also: marketing, whole product