Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers

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Crossing The Chasm is a business book written by Geoffrey A. Moore that focuses on the challenges of marketing and selling disruptive technologies to mainstream customers. The book is divided into three parts: The Challenge, The Solution, and The Process.

In the first part, The Challenge, Moore introduces the concept of the technology adoption lifecycle and explains how it can be used to understand the different types of customers that exist in the market. He identifies a gap, or chasm, that exists between early adopters and the mainstream market, and explains why it is so difficult for disruptive technologies to cross this chasm.

In the second part, The Solution, Moore presents a framework for crossing the chasm that involves targeting a specific niche market, creating a whole product solution, and building a beachhead in that market. He also discusses the importance of building a reference customer base and leveraging that base to gain traction in the mainstream market.

In the third part, The Process, Moore provides a step-by-step guide for implementing the framework presented in the second part. He covers topics such as selecting a target market, creating a positioning statement, developing a marketing strategy, and building a sales team.

Overall, Crossing The Chasm is a must-read for anyone involved in marketing or selling disruptive technologies. It provides a clear and practical framework for understanding the challenges of crossing the chasm and offers actionable advice for overcoming those challenges.

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Key Concepts:

– The Technology Adoption Life Cycle: The book introduces the concept of the Technology Adoption Life Cycle, which describes the different stages that customers go through when adopting a new technology product.

– The Chasm: The book identifies the “chasm” as the gap between early adopters and mainstream customers, and provides strategies for crossing this gap.

– Positioning: The book emphasizes the importance of positioning a product in a way that resonates with the target market.

– Marketing and Sales Strategies: The book provides specific marketing and sales strategies for each stage of the Technology Adoption Life Cycle.


– The book is highly applicable to entrepreneurs who are developing and marketing disruptive products.

– The concepts presented in the book can be applied in real-world business situations to help entrepreneurs successfully market and sell their products to mainstream customers.

– Actionable Takeaways: Entrepreneurs can immediately implement the following takeaways from the book:

– Identify the target market and position the product in a way that resonates with them.

– Develop specific marketing and sales strategies for each stage of the Technology Adoption Life Cycle.

– Focus on building relationships with early adopters to help cross the chasm.


– The book can have a significant impact on an entrepreneur’s personal development and business success by providing a framework for successfully marketing and selling disruptive products.

– Adopting the book’s concepts and strategies can lead to increased sales and market share for entrepreneurs.

– Author’s Background: Geoffrey A. Moore is a well-known author and consultant in the field of technology marketing and entrepreneurship. His experience and knowledge contribute to the book’s value.

– Compare and Contrast: The book differs from other personal development books in its focus on marketing and selling disruptive products to mainstream customers.

– Additional Resources: The book’s website provides additional resources, such as articles and case studies, that complement the book’s concepts and offer further guidance for entrepreneurs.

– Recommended for: The book is recommended for entrepreneurs who are developing and marketing disruptive products.

– Usefulness Rating: The book is highly valuable and useful for entrepreneurs, and receives a rating of 9 out of 10.