Crossing the Chasm (2006)

Geoffrey A Moore (www.geoffreyamoore.com) is a well-known management consultant or in Wikipedia called him, an organizational theorist. "Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers" is his best-known book. The book 

First, Moore describes how the mainstream consumers adopt a new technology product, which is referred to as the Technology Adoption Lifecycle  (TALC) rule.  In TALC rule, there are five types of consumers:

1. Innovators (2.5%) - are technical experts willing to take risks on new products. (Innovation)
2. Early adopters (13.5%)  - are not technical experts but are willing to try new technology to do their job. (Function)
3. Early majority (34%)- are conservative but open to new ideas. They pay attention to practical product function, service quality, and the price of the product.  (Customer Service) 
4. Late majority (34%)- who are fairly conservative, but is willing to use a new product if it is well adopted. (Easy to Use) 
5. Laggards (16%) - who has capital but refuses to changes. (Market Feedback) 

​Second, Moore also emphasis on the chasms between the type of consumers. The strategy has to adjust accordingly: 

• Innovator - Early Adopter: Can't find the real use of the product. 
• Early Adopter - Early majority: Can't reduce the price and can't provide the enough references. 
• Early Majority - Late Majority: Late majority can't learn how to use the new product.

Last, Moore tell that to pass the chasm successfully is to

• Find the right target (new market) 
• Focus on market segments
• Define the strategy for competition and market positioning

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