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Synopsis

Summary of the famous book Crossing the Chasm by Geoffrey A. Moore

Marketing strategy has been correctly figured out in a large number of categories. Marketers know how to market cars or TVs or microwaves. But the same is not true of hi-tech marketing. In his book Crossing the Chasm, the author seeks to answer two questions regarding this:

  1. Why haven't we been able to apply the same marketing skills as in other categories to hi--tech?
  2. What is it going to take for us to finally get it right?

The point of greatest peril in development of hi-tech market lies in making the transition from an early market dominated by a few visionary customers to a mainstream dominated by a large block of customers who are predominantly pragmatic in orientation. The gap between these two markets is so significant as to warrant being called a 'chasm'. This book is about hi-tech marketing with special focus on understanding the difficulties in crossing this chasm and how to manage them.

The summary is concise, but covers all the relevant learning from the book.

 

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