by Geoffrey A. Moore
My tutor recommended it when I was working on the Business Plan of a technology product. I was in a point when I had discovered that marketing strategy is key for any business. However, during my business studies I had’t paid much atention to marketing. I had the preconceived idea that marketing = advertising strategy. It didn’t sound attractive to advertise someone else’s product and so I chose finance major.
Anyway, Crossing the Chasm is a good book about marketing in new technologies. It talks about:
- the product life cycle
- the kind of consumers for each part of this cycle
- the strategy to follow in each phase
- the difficulty of passing from the early to the mainstreem market
- what “product” really means and everything it includes
- criteria on how to evaluate your segments
It was interesting and useful, but I’m not going to lie to you, it’s also a really dense book. It took me nearly 3 months to finish it and I have to recognize that towards the end I was reading diagonally ;-)
