One of Inc. magazine’s top ten marketing books of all time and considered a classic, Crossing the Chasm is considered the go-to playbook for bringing innovative cutting-edge products to mainstream markets.
Crossing the Chasm addresses the market development challenges start-ups selling disruptive innovations face as they transition from early adopters to pragmatist mainstream customers. Whereas early adopters buy into the vision of the entrepreneur and are willing to lean in to make it a reality, pragmatists want to see it proven out first, specifically in use cases that they themselves have and with customers they know and can reference. This calls for a whole new market development playbook, shifting from evangelistic marketing aimed at the technology-savvy to a segment-focused go-to-market approach that targets a single, highly challenging use case in a single industry and just nails it.
CTC teaches practical proven methods for selecting the target market segment, identifying the compelling reason to buy, building out the whole product, recruiting the right partners and allies, aligning marketing and sales, and positioning the company versus the incumbent competition to be the clear leader in its chosen niche.