A summary of things you should know about Crossing the Chasm according to Geoffrey Moore: Introduction In this episode Geoffrey Moore shares all his insights on his bestselling book, CrossingRead More
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]]>In this episode Geoffrey Moore shares all his insights on his bestselling book, Crossing the Chasm, where he discusses his revised and updated expertise on marketing and selling disruptive products to mainstream customers.
In his book Moore provides dozens of successful high-tech marketing examples, his in-depth research on technology adoption models for high-tech consumers, and many new marketing strategies that are specifically built for bring high-tech products to larger markets. The goal of the book is to help you master the Technology Adoption Life cycle and accelerate your marketing efforts.
This book is perfect for entrepreneurs who are selling high-tech products that are new the market and need help broaden their marketing efforts to cover all segments of the Technology Adoption Life Cycle.
Most of the books in high-tech marketing understood that there were early adopters but they hadn’t recognized that there was this chasm separating the early adopters from everybody else. And as a result they thought they could just transition across very smoothly but in fact we lost many high-tech startups to the chasm.
I designed the book to be read from front to back.
The notion that when you are crossing the chasm you have to show up with a complete solution. The only way that is really feasible is if you specialize in one particular use case. So it’s the idea of pick a single use case and make sure it’s one that’s very urgent and compelling.
The key thing of the first part of the book is that we use a framework called the Technology Adoption Life Cycle to help entrepreneurs understand how high-tech markets develop. The key idea that we insert into it is this chasm idea which is the early adopting market really aligns with the entrepreneur very voluntarily. And the chasm then separates them from the rest of the marketplace which is more skeptical and pragmatic. So the strategy for marketing high-tech changes dramatically when it’s time to cross the chasm.
The last 2/3 of the book puts out a playbook and it’s organized around five key principles, there are five chapters in the playbook. The first chapter is when you cross the chasm you have to go initially to a very targeted niche market of people who have a very urgent and compelling use case for your new technology. The next thing you have to do is sit down and work through the target customer and the compelling reason to buy.
That lets you go to the third chapter in this book which is called Symbol the Invasion Force. The idea here is to bring together the other partners in the ecosystem that are necessary to work with you in order to solve that use case that the target customer has.
Once you have that then you can go to what we call Define the Battle which is the fourth of these chapters. And that is who is your competition and how are you positioned differently?
The last one is launching the invasion which has to do with your distribution strategy and your pricing strategy and how to pull that together to make that work.
NOTE: That was just a summary. To get the full deep dive, play the audio clip at 05:01
“First there is a mountain, then there is no mountain, then there is.” – Geoffrey Moore
I have an academic background originally; I was going to be a professor of English. But back in the 70’s I moved out to California, joined a high-tech firm, and been involved in tech marketing and high tech strategy since 1978. In the late 80’s I worked with a company called Regis McKenna and it gave me a chance to write this book which originally came out in 1990-1991.It’s about marketing and selling products to mainstream customers.
It was that high-tech firms would have experience of having early success with a handful of customers who were very enthusiastic about their disruptive innovation and that would make them think that they were ready to pour on the gas. And it just felt like the marketing kept on collapsing underneath them every time and this happened often enough that we knew we needed to find a solution and tell others about it.
The Innovator’s Dilemma by Clayton Christensen
The Regis Touch by Regis McKenna
Buy Crossing the Chasm by Geoffrey Moore on Amazon today
Visit GeoffreyAMoore.com to learn more about Geoff and his book
Follow Geoffrey Moore on Twitter and LinkedIn
Download the full transcript here (coming soon)
Listen on iTunes, Stitcher , and SoundCloud
Related books:
Hooked: How To Build Habit-Forming Products by Nir Eyal
The Innovator’s Method by Nathan Furr
Pocket Man by Scott Jordan
Relevant advice and tips:
5 Mistakes Entrepreneurs Make With Marketing and Branding
What did you like and not like about this episode? Fill out this one minute survey here.
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]]>A summary of things you should know about A World Gone Social according to Ted Coine and Mark Babbitt: Introduction In this episode Ted Coine and Mark Babbitt share theirRead More
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]]>In this episode Ted Coine and Mark Babbitt share their book, A World Gone Social where they give you the tools and advice on using social media to relate and survive in business today.
In their book, Coine and Babbitt walk you through the fundamentals and steps in on how to create change, build teams, make relationships online, and utilize social media marketing.
This book is perfect for entrepreneurs who are having trouble utilizing social media and are unable to disrupt an industry they desire to be successful in.
The primary deference is that we are trying to first set the stage. I think while a lot of books talk about how to be a better entrepreneur what we are trying to do is to say social media allows you to connect and listen. This book introduces to leaders the power of disruption. You can either have change happen to you or you can bring the change to your industry. We are giving you a 15 chapter guide book on how to exactly do that.
We have really gone out of our way to make this a compelling read because that is the kind of book we want to read.
Open yourself up, bring people in the right room at the right time and get stuff done.
The first section of the book is about what is going on now, what does it mean to your business and your brand as a leader. Once you identify that how are you going to build a team? Team building is so different in the social age than it was in the industrial age.
In section two we talk about the death of large. The death of large is that large companies are no longer at an advantage because of economies of scale but they are at a tremendous disadvantage because they are lumbering bureaucratic beast with tons of overhead that are afraid to make decisions.
As we build out the death of large we studied some really remarkable companies and they operate by self-management. This is when you employ mature responsible adults you won’t need to manage but instead you enable them and let them do it. We talk about some incredibly profitable thriving companies that are doing exactly that.
The last chapter in this section is called Open which is about ordinary people and extraordinary networks. Building your personal and corporate network is the key to success.
From there we talk about the blue unicorn and what exactly we mean by that term. In this chapter we give the reader the how to and not just for themselves but to assess the leadership all around them of being a social leader. We give very real tools wrapped around a very real since of urgency in the social world of business. We point out CEO’s of major companies that are social and doing amazing work and we learn a lot from their examples.
Then we dive into how to build a team socially enabled, putting the customer first, diving into our open networks and building a cast of internal champions. We give you companies who are doing this very well already and let you learn from their success.
Next we have a chapter on customer experience and how to make that happen in the social age and another on social media marketing. We give examples of how marketing is done in this age when trust is everything. Rather than telling people how great your company is you provide them value and services if that is what they are looking for.
The last two chapters of the book talk about the social circles of life.
We end the book on a positive, inspiring and most importantly an actionable note.
“More social, less media” – Ted Coine
“Change happens only as the result of insurmountable market pressure.” – Ted Coine
Mark Babbitt – I am the CEO and founder of a talent community online called YouTern where we help college students, recent graduates and young careerist ascend into the workforce as gracefully as possible. I am also the president of Switch and Shift which is a leading leadership site.
Ted Coine – I am the co-founder and chairman of Switch and Shift.
We didn’t realize we were writing A World Gone Social at first. It’s a five year project maybe a year or more in before we realized this was a book. I was speaking with business leaders and every time the word change came up terror got in their eyes. Change used to be something that happened occasionally and now people don’t know what to do about it. As we interviewed leaders we realize that they weren’t ready for a world gone social and we then realized how much this was impacting our careers and businesses.
Crossing the Chasm by Geoffrey Moore
Good to Great by Jim Collins.
Give and Take by Adam Grant.
Buy A World Gone Social by Ted Coine and Mark Babbitt on Amazon today
Visit AWorldGoneSocial.com to download a free chapter of Ted and Marks’ book
Follow Ted Coine on Twitter
Follow Mark Babbitt on Twitter
Download the full transcript here (coming soon)
Listen on iTunes, Stitcher , and SoundCloud
Related books: Digital Bacon by Alex Rodriguez | Pocket Man by Scott Jordan | Moving Targets by Gabriel Aluisy
Relevant advice and tips: 5 Mistakes Entrepreneurs Make With Marketing and Branding | 5 Reasons Why Your Marketing Sucks
What did you like and not like about this episode? Fill out this one minute survey here.
The post A Preview of A World Gone Social with Ted Coine and Mark Babbitt appeared first on The Entrepreneurs Library.
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