Question
The concepts in Crossing the Chasm can be applied to modern start-ups by understanding the difference between early adopters and the mainstream market. Start-ups can win the early market by appealing to technology enthusiasts with a strong technology advantage, thereby gaining product credibility. However, to cross the chasm and reach the mainstream market, start-ups need to convince pragmatists through demonstrating market leadership, which translates into company credibility. This requires a shift in marketing focus 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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