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Crossing the Chasm

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Moore shows that in the Technology Adoption Life Cycle there is a vast gap between the early adopters and the early majority. The challenge for innovators and marketers is to narrow this gap.

Moore shows that in the Technology Adoption Life Cycle there is a vast gap between the early adopters and the early majority. The challenge for innovators and marketers is to narrow this gap.

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Our REVIEW:

You might ask yourself why this book is in the top 10 of innovation books, as it has a strong marketing focus. However, just having an innovative idea or a prototype is by far not enough. Implementation is at least as important and for that you need to be able to get into the market. The basic concept is that an innovation is first used by a set of early adopters with different needs compared to the mainstream market, which the innovation must ultimately reach if it should be a success. That difference between the early adopters and the mainstream market is “the Chasm”. In a pragmatic way, the authors show a strategy to overcome this gap and enter the market. 

A weakness of this book is that it is strongly focused on high tech industries and the B2B market. Also, the strong marketing and sales focus could be seen as a downside. Nevertheless, this marketing aspect is crucial for innovators to create value with innovations, and also the focus on high tech makes sense, as in these markets a lot of disruptive innovations need to be brought into the market. The learnings of the book are however also applicable in other sectors and they will teach you how to make a product easy to buy for your customers.

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