The chasm that divides early adopters from mainstream technology markets was first described by Geoffrey Moore in his ground-breaking book “Crossing the Chasm” some 20 years ago. The book has gone on to take pride of place on many B2B marketers’ bookshelves - and the challenges Moore identified then remain as relevant and important today as they ever were.
The Chasm represents a classic inflexion-point and is faced by many disruptive innovations. The attitudes and buying behaviours of early adopters are dramatically different from those of mainstream markets. Even organisations that have initially been highly successful soon come to realise that “business as usual” is not going to allow them to establish that all-important bridgehead in a large and potentially lucrative mainstream market.
Very simply, the techniques that may have proven highly effective in winning over those all-important technology enthusiasts and visionaries often turn out to be completely inappropriate when marketing and selling to the pragmatic buyers that represent the next (and much larger) wave of market opportunity.
It can sometimes be hard to recognise the need for change from within the organisation - or to master the new sales and marketing mind-set that is required.
That’s where we can help. We’ve successfully applied the principles behind “Crossing the Chasm” to a series of companies that have emerged as leaders in rapidly-growing markets.
We’ve distilled all that we’ve learned into a proven and effective step-by-step change management programme that could help your organisation approach the challenge of Crossing the Chasm with confidence - and accelerate your entry into those lucrative mainstream markets.
Take the Next Step
We would be pleased to share what we’ve learned about helping dozens of organisations to successfully Cross the Chasm from early adopters into mainstream markets as part of a balanced programme of sales and marketing performance improvement. As a first step, you may find it useful to download our Chasm Crosser’s Checklist.
As soon as you are ready to learn more, please email us at chasm@inflexion-point.com, or call us on +44 (0) 118 975 0595. We look forward to discovering whether we might be able to help your organisation to navigate this critical inflexion-point.