Crossing the Chasm
CROSSING THE CHASM. Copyright © 1991 by Geoffrey A. Moore. All rights reserved under
International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, downloaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of
PerfectBound™.
PerfectBound ™ and the PerfectBound™ logo are trademarks of HarperCollins Publishers.
Adobe Acrobat E-Book Reader edition v 1. October 2001
ISBN 0-06-018987-8
The original hardcover edition of this book was published in 1991 by HarperBusiness, a division of HarperCollins Publishers.
10 9 8 7 6 5 4 3 2 1
To
Marie
Contents
PREFACE TO THE REVISED EDITION
FOREWORD
ACKNOWLEDGMENTS
PART I
Discovering the Chasm
INTRODUCTION
If Bill Gates Can Be a Billionaire
1 High-Tech Marketing Illusion
2 High-Tech Marketing Enlightenment
PART II
Crossing the Chasm
3
The D-Day Analogy v vi
Contents
4
Target the Point of Attack
5
Assemble the Invasion Force
6
Define the Battle
7
Launch the Invasion
CONCLUSION
Getting Beyond the Chasm
About the Author
Credits
About the Publisher
Front Cover
Preface to the Revised Edition
“Obiwan Kenobi,” says Sir Alec Guinness in the original Star Wars movie—
“Now there’s a name I haven’t heard for a long, long time.”
The same might well be said of a number of the companies that served as examples in the original edition of Crossing the Chasm. Reading through its index brings to mind the medieval lament, “Where are the snows of yesteryear?” Where indeed are Aldus, Apollo, Ashton-Tate, Ask, Burroughs,
Businessland, and the Byte Shop? Where are Wang,
International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, downloaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of
PerfectBound™.
PerfectBound ™ and the PerfectBound™ logo are trademarks of HarperCollins Publishers.
Adobe Acrobat E-Book Reader edition v 1. October 2001
ISBN 0-06-018987-8
The original hardcover edition of this book was published in 1991 by HarperBusiness, a division of HarperCollins Publishers.
10 9 8 7 6 5 4 3 2 1
To
Marie
Contents
PREFACE TO THE REVISED EDITION
FOREWORD
ACKNOWLEDGMENTS
PART I
Discovering the Chasm
INTRODUCTION
If Bill Gates Can Be a Billionaire
1 High-Tech Marketing Illusion
2 High-Tech Marketing Enlightenment
PART II
Crossing the Chasm
3
The D-Day Analogy v vi
Contents
4
Target the Point of Attack
5
Assemble the Invasion Force
6
Define the Battle
7
Launch the Invasion
CONCLUSION
Getting Beyond the Chasm
About the Author
Credits
About the Publisher
Front Cover
Preface to the Revised Edition
“Obiwan Kenobi,” says Sir Alec Guinness in the original Star Wars movie—
“Now there’s a name I haven’t heard for a long, long time.”
The same might well be said of a number of the companies that served as examples in the original edition of Crossing the Chasm. Reading through its index brings to mind the medieval lament, “Where are the snows of yesteryear?” Where indeed are Aldus, Apollo, Ashton-Tate, Ask, Burroughs,
Businessland, and the Byte Shop? Where are Wang,