Geoffrey A. Moore

Marketing and Selling Disruptive Products to Mainstream Customers

Crossing the Chasm, 3rd Edition

Jaydee (she/her)

How, indeed? For in fact, feature for feature, the less succesfuil product is often arguably superior.

But high tech can be viewed as a microcosm of larger industrial sectors. In this context, the relationship between an early market and a mainstream market is not unlike the relationship between a fad and a trend. Marketing has long known how to exploit fads and how to develop trends. The problem, since these techniques are antithetical to each other, is that you need to decide which one--fad or trend—you are dealing with before you start. It would be much better if you could start with a fad. exploit it for all it was worth, and then turn it into a trend. 

Crossing the Chasm, 3rd Edition quotes

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