Crossing the Chasm
About this book
Moore's revision of the technology adoption lifecycle argues there is a gap between early adopters, who buy a change agent, and the early majority, who buy a productivity improvement backed by references. Crossing it means attacking a single beachhead segment, assembling a whole product for that segment, and positioning against a specific competitive alternative. Includes the target customer scenario method and the whole product model.
Description via Product Digest.
Topics
Related concepts
- Positioning and messagingDescribing the product by the market problems it solves rather than the features it contains, then turning that internal description into messages written for one persona at a time.
- Market definition and target segmentsMapping needs to target markets, sizing the segments, and checking that the ones you choose are large enough to support the business the product has to become.
- Market-driven product managementDecisions made from evidence gathered outside the building rather than from opinion gathered inside it, and the specific habits that produce that evidence.
- Segmenting customers and usersCustomers buy, users use, and they are often different people. Segmentation is how a product owner decides whose need wins when two needs conflict.