Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers by Geoffrey Moore
This is the summary of the book titled 'Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers' published by Geoffrey Moore (Silicon Valley Technology consultant) . This is a legendary and proven framework that emerged during the early 1990's.
Key summary
- Technology adoption in any of the community is based on their psychological and social profile.
- High tech innovation and marketing expertise are the 2 cornerstones of U.S. strategy for global competitiveness.
- High degree of unity required at different teams while chasm crossing.
- Many of the AR, VR, Holograms, MOOCS not gained mainstream attraction because of poor marketing. Sometimes, a less successful product is often arguably superior with its feature to feature comparison.
- Technology enthusiasts influence corporate buying decisions. Every company has them. You cannot ignore the tech. guy!
- Pragmatists buy the whole product based on its benefit, even if the core product is inferior. E.g. Why people choose Microsoft Apps over Google Apps; Cisco routers over Huawei routers; HP printers over Epson printers
- Diffusing the IT buyers’ High risk (Unproven, no service history, no best practice), Low data tension while making the purchase decision.
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