I recently read the book Crossing the Chasm by Geoffrey Moore. Although I was familiar with the book’s core concepts, it was useful to read them as expressed directly by the author, together with the multiple examples presented of companies that successfully and unsuccessfully attempted to cross the chasm.
There are two key ideas in the book.
The first is that it’s very challenging to attack an entire market at once. A better approach is to segment your target market’s customers into innovators, early adopters, the early majority, the late majority, and laggards, and successively tailor your product features, messaging, and distribution strategies to acquire each of these customer segments in turn.
The second key idea is that the most challenging transition between customer segments is that between early adopters and the early majority. This is what’s known as the chasm and the book presents several questions to ask and strategies to implement in order to successfully cross it.
I strongly recommend the book to tech entrepreneurs and investors.
Also published on Medium.