The chasm that divides early adopters from mainstream technology markets was first described by Geoffrey Moore in “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 facing 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” will not allow them to establish that all-important bridgehead in a large and potentially lucrative mainstream market.
Very simply, the techniques that have been effective in winning over 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.
What sets us apart?
We’ve been applying the principles behind “Crossing the Chasm” since the book was first published with a series of organisations that subsequently emerged as leaders in highly lucrative mainstream markets. Our experience has helped many clients successfully navigate the strategic and tactical changes required to sustain their early momentum.
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If you’re ready to find out how we could help your organisation to “cross the chasm”, please contact us here or call us on +44 118 975 0595. Or if the time isn’t yet right for a conversation, we encourage you to stay in touch by subscribing to our blog.