The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing
In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.
This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.
In this bold new book, high-tech’s best-known strategist makes a seminal contribution to the search for meaning in a secular era.
Two questions fundamental to human existence have always been the metaphysical “where do I fit in the grand scheme of things?” and the ethical “how should I behave?” Religion is no longer a source of answers for many people, and nothing has replaced it.
Moore uses his signature framework-based approach to answer these questions, taking us on an intellectual roller coaster ride through physics, chemistry, biology, the social sciences and the humanities. Along the way, he builds a metaphorical ladder that leads from the big bang to the need for ethical action in our daily lives.
Combining an extraordinary range of scholarship with an accessible and entertaining writing style, The Infinite Staircase:
What the Universe Tells Us About Life, Ethics, and Mortality provides a coherent and unified platform for a full human life.
Following up on the ferociously innovative Escape Velocity, which served as the basis for Moore's consulting work to such companies as Salesforce, Microsoft, and Intel, Zone to Win serves as the companion playbook for his landmark guide, offering a practical manual to address the challenge large enterprises face when they seek to add a new line of business to their established portfolio. Focused on spurring next-generation growth, guiding mergers and acquisitions, and embracing disruption and innovation, Zone to Win is a high-powered tool for driving your company above and beyond its limitations, its definitions of success, and ultimately, its competitors.
Moore's classic bestseller, Crossing The Chasm, has sold more than one million copies by addressing the challenges faced by startup companies. Now Zone to Win is set to guide established enterprises through the same journey.
You've read the headlines: industry after industry battered by globalization, deregulation, and commoditization. The Darwinian struggle of business keeps getting more brutal as competitive advantage gaps get narrower and narrower. Anything you invent today will soon be copied by someone else-probably better or cheaper.
Dealing with Darwin is a guide to leading your company's evolution and creating competitive advantage in an increasingly tough climate. Drawing on hundreds of examples, including an extensive Cisco case study, bestselling author Geoffrey Moore illuminates how established companies can prevent their own extinction-not by throwing resources wildly at every potential innovation, but by moving forward with precision, courage, and smart timing.
"Moore has delivered an innovative and instructive treatise on innovation." -The Boston Globe
"Dealing with Darwin is teeming with ideas and practical advice. . . . Moore's new book is a very significant and valuable addition to the strategist's bookshelf." -Strategy and Leadership
"The book's provocative, well-illustrated lessons on innovation strategies are a breakthrough for Geoffrey Moore; he crosses the chasm from rapid-growth, high-tech companies to those facing maturity, slow growth, and commoditization." -Robert S. Kaplan, author of The Balanced Scorecard; Baker Foundation Professor, Harvard Business School
"Geoff Moore is the master at creating a vocabulary for management strategy that captures the competitive dynamics of the times. His models are helpful both for focusing innovation strategy and for improving productivity, and they have played an important role in the continuing evolution of our company." -John T. Chambers, President and CEO, Cisco Systems, Inc.
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Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for brining cutting-edge products to progressively larger markets. This revised and updated edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
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From the world's leading high-tech strategist comes the definitive road map to help established companies create next-generation growth.
Geoffrey Moore's now-classic Crossing the Chasm became a must-read book by presenting an innovative framework to address the make-or-break obstacle facing all high-tech companies: how to gain market share from early adopters and from mainstream consumers.
Based on twenty years' experience advising the top leaders of many of the world's most successful enterprises, Moore's Escape Velocity offers a pragmatic plan to engage the most critical challenge that established enterprises face in the twenty-first-century economy: how to move beyond past success and drive next-generation growth from new lines of business.
As he worked with senior management teams, Moore repeatedly found that executives were trapped by short-term performance-based compensation schemes. The result was critical decision-makers overweighting their legacy commitments, an embarrassingly low success rate in new-product launches, and a widespread failure to sustain any kind of next-generation business at scale.
In Escape Velocity, Moore presents a cogent strategy for generating future growth within an established enterprise. Organized around a hierarchy of powers—category power, company power, market power, offer power, and execution power—this insightful work shows how each level of power can be orchestrated to achieve overall success. Moore explains
how to use mergers and acquisitions as well as organic innovation to systematically migrate an enterprise's portfolio out of lower-growth and into higher-growth categories;
how to reallocate resources across an enterprise in deliberately asymmetrical ways to create a powerful and sustainable foundation for a long-term competitive advantage;
how to leverage target-market initiatives as accelerants to growth and as stepping-stones to broad overall category success;
how to create unmatchable offerings by being swift to neutralize competitors' innovations and laser-focused on driving in-house innovations to make a business impervious to competitors;
how to fundamentally change the execution cadence of an organization, pushing change from innovation to broad deployment, creating an irreversible tipping point along the way.
Drawing from thousands of hours spent face-to-face with CEOs and their teams, Moore presents case examples and best practices. While his experience is deeply rooted in the high-tech sector, his models and techniques apply well beyond this arena, including to the public sector.
At a time when the world is looking to established enterprises for growth and stability, Moore's analysis is penetrating and his prescriptions are right on the mark. Escape Velocity gives executives and their teams a practical way forward to take advantage of the opportunities amid industry and economic disruptions.
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"Billions of dollars in company revenue appear from nowhere. They're yours, and all you have to do is ship. Congratulations. You've managed to get your product across the chasm of market acceptance and into the tornado of market demand. It's all you can do to keep up with orders and keep track of all that money. Now, a word of warning" In his pioneering Crossing the Chasm, Geoffrey Moore introduced readers to a gap or chasm in the Technology Adoption Life Cycle that innovative products must cross to reach the lucrative mainstream market. Now, Moore shows how to capitalize on the profit-rich niches and hyper-growth mass markets beyond the chasm. Continuing to chart the impact of the Technology Adoption Life Cycle, he explores its effects not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning, and organizational leadership.Using actual examples of cutting-edge firms, he applies the Life Cycle model to all aspects of managing a market-focused business strategy, including how to manage people effectively through each phase of the cycle. If you are marketing technology-based products or managing the people who do, then you will find yourself Inside the Tornado.
