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spaces_and_solaces's review
4.0
Taking a step back from my usual genre to talk about this book. Highly recommended by, I am glad it lived up to the expectations.
The book was published in 1991, before the peak of the dot com industry, is as relevant today as it was then. Applicable mainly to disruptive technologies, Moore talks about the aspects of selling & marketing high tech products to a group of customers.
He outlines a technology adoption life cycle around 5 primary stages – Innovators, Early Adopters, Early Majority, Late Majority and Laggards and suggests techniques on how to successfully cross the chasm between early adopters and early majority. The gap between visionaries & pragmatists.
Moore covers different aspect in his suggestions such as target group, product placement, marketing & distribution strategy etc.
A very concise & well thought out book for innovators, start-ups, venture capitalists, business school students and people working in or interested in the product field.
If you get the latest edition, Moore introduces a different model called the Four Gears which is a better fit for the current scenario of a consumer-focused tech industry.
The book was published in 1991, before the peak of the dot com industry, is as relevant today as it was then. Applicable mainly to disruptive technologies, Moore talks about the aspects of selling & marketing high tech products to a group of customers.
He outlines a technology adoption life cycle around 5 primary stages – Innovators, Early Adopters, Early Majority, Late Majority and Laggards and suggests techniques on how to successfully cross the chasm between early adopters and early majority. The gap between visionaries & pragmatists.
Moore covers different aspect in his suggestions such as target group, product placement, marketing & distribution strategy etc.
A very concise & well thought out book for innovators, start-ups, venture capitalists, business school students and people working in or interested in the product field.
If you get the latest edition, Moore introduces a different model called the Four Gears which is a better fit for the current scenario of a consumer-focused tech industry.
julcoh's review
5.0
This is required reading for anyone involved in VC-funded tech startup life. I wish I had read it sooner.
Unfortunately, I read it about three weeks after my previous company utterly failed and laid off 80% of its workforce. The “parable of high-tech marketing” in the first chapter hit extremely hard, and while not a one-to-one match, clearly explained some of the reasons why my former company is currently scrabbling at the bottom of the chasm:
“… year in and year out, hundreds of high-tech start-ups, despite having good technology and exciting products, and despite initial promising returns from the market, falter and then fail. Here's why:
What the company staff interpreted as a ramp in sales leading smoothly "up the curve" was in fact an initial blip--what we will be calling the early market-
and not the first indications of an emerging mainstream market. The company failed because its managers were unable to recognize that there is something fundamentally different between a sale to an early adopter and a sale to the early majority, even when the company name on the check reads the same. Thus, at a time of greatest peril, when the
company was just entering the chasm, its leaders held high expectations rather than modest ones, and spent heavily in expansion projects rather than husbanding resources.”
Unfortunately, I read it about three weeks after my previous company utterly failed and laid off 80% of its workforce. The “parable of high-tech marketing” in the first chapter hit extremely hard, and while not a one-to-one match, clearly explained some of the reasons why my former company is currently scrabbling at the bottom of the chasm:
“… year in and year out, hundreds of high-tech start-ups, despite having good technology and exciting products, and despite initial promising returns from the market, falter and then fail. Here's why:
What the company staff interpreted as a ramp in sales leading smoothly "up the curve" was in fact an initial blip--what we will be calling the early market-
and not the first indications of an emerging mainstream market. The company failed because its managers were unable to recognize that there is something fundamentally different between a sale to an early adopter and a sale to the early majority, even when the company name on the check reads the same. Thus, at a time of greatest peril, when the
company was just entering the chasm, its leaders held high expectations rather than modest ones, and spent heavily in expansion projects rather than husbanding resources.”
barnysanchez's review
informative
medium-paced
4.0
Regarding high-tech, have you ever wondered why, when there are two competing products, one dominates the market even when it may be technically inferior?
This question and many more are answered in this book, which is all about marketing and selling high-tech products. The book walks you through a deeper understanding of the law of diffusion of innovation. This newer version was updated with recent product examples that most of us can relate to and gives you a framework to set your game plan for success.
This read is not only for senior leadership and C-level folks. As I read this book, I took a beating of sorts as I could relate to the many errors I have made when trying to push new ideas in my company. Suppose you are a technologist like me, working on or considering a project in your organization. In that case, this book will help you push your development forward more appropriately if you think your idea, your project, is at its core “a product” you are trying to sell.
Last, if you are into this kind of reading, I suggest pairing this book with “The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail” by Clayton Christensen. It’s like pairing bread and butter or wine and cheese, whatever strikes your fancy.
This question and many more are answered in this book, which is all about marketing and selling high-tech products. The book walks you through a deeper understanding of the law of diffusion of innovation. This newer version was updated with recent product examples that most of us can relate to and gives you a framework to set your game plan for success.
This read is not only for senior leadership and C-level folks. As I read this book, I took a beating of sorts as I could relate to the many errors I have made when trying to push new ideas in my company. Suppose you are a technologist like me, working on or considering a project in your organization. In that case, this book will help you push your development forward more appropriately if you think your idea, your project, is at its core “a product” you are trying to sell.
Last, if you are into this kind of reading, I suggest pairing this book with “The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail” by Clayton Christensen. It’s like pairing bread and butter or wine and cheese, whatever strikes your fancy.
jamieterv's review
informative
slow-paced
3.75
Tons of great information but a bit laborious and overdone. Like most businesses books it probably could have been half as long.
cdeck's review
4.0
A bit dated on technology examples at this point, but the underlying principles are very solid and laid out in a very clear and easy to understand way. Enjoyed it quite a bit and would love to see an updated version someday!
andrew_balyk's review against another edition
informative
medium-paced
5.0
Якщо ви коли-небудь замислювалися над тим, як зробити так, щоб ваші продукти були привабливими для потрібних ринків у потрібний час, розумно витрачаючи свій маркетинговий бюджет, тоді ця книга для вас.
Все дуже детально описано, чітко, з мінімальною кількістю “води” і з хорошими прикладами.
Одне з кращого, що я читав з тегом “пригодиться в роботі”. Я б відніс цю книгу до категорії обов’язкових для прочитання для всіх, хто працює над запуском будь яких продуктів. Особливо у сфері технологій.
Все дуже детально описано, чітко, з мінімальною кількістю “води” і з хорошими прикладами.
Одне з кращого, що я читав з тегом “пригодиться в роботі”. Я б відніс цю книгу до категорії обов’язкових для прочитання для всіх, хто працює над запуском будь яких продуктів. Особливо у сфері технологій.
niniane's review
4.0
Be the undisputed winner in a narrow field and use that as the beachhead to expand into other fields. The mainstream wants to see testimonials before they adopt your product.