Question
A small business can use the concept of 'crossing the chasm' to expand their market reach by first winning over the early adopters with a strong technology advantage and converting it into product credibility. This can be achieved by focusing on product-centric attributes. Once this is achieved, the business can then transition to winning over the mainstream market. This involves convincing the skeptical pragmatists through market leadership advantage and translating it into company credibility. The marketing focus should then shift from product-centric attributes to market-centric values supplemented by product-centric values.
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The early market can be won by winning the skeptical technology enthusiasts with strong technology advantage and converting it into product credibility. In contrast, the mainstream market is developed by convincing the skeptical pragmatists through market leadership advantage and translating it into company credibility. Crossing the chasm is a transition from marketing to supportive specialist visionaries who care about the product, to marketing to skeptical generalist pragmatists who care about the market. Marketing must shift from an exclusive focus on product-centric attributes to market-centric values supplemented by product-centric values.
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