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
- Product Positioning and Messaging: From Alternatives to a Clear Sales StoryDefine competitive context and translate it into credible messages for buyers and users. Includes a positioning workflow and a worked maintenance example.
- How to Assess Product Market Fit with Surveys, Retention and RevenueUse customer survey responses alongside retention, product usage and commercial evidence. Understand the limits of the 40 per cent heuristic.
- How to Define a Product Market and Identify Customer AlternativesDefine a market by customer, problem, buying context and alternatives before choosing a target segment or estimating market size.
- How to Calculate TAM, SAM and SOM with a Worked Market Sizing ExampleBuild a market size estimate from customer counts, eligibility, pricing and sales capacity. Distinguish annual market opportunity from obtainable revenue.
- 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.
- Market Segmentation and Targeting: How to Choose a Beachhead MarketCompare customer segments by needs, buying behaviour, reach and economics, then choose a practical first market to test.
- 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.