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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) by Dr. Geoffrey Alexander Moore [rare books]

Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) by Dr. Geoffrey Alexander Moore [rare books]

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Book Summary

Moore adapts Everett Rogers’s diffusion of innovation theory to the high-tech sector, identifying a critical gap—the “chasm”—that technology businesses must bridge between early adopters (visionaries) and the early majority (pragmatists) . His framework guides innovators through essential steps:

  • Targeting a niche (“bowling alley”) to create references,

  • Defining the whole product—ensuring a complete, go-to-market solution,

  • Establishing clear positioning and choosing proper distribution channels,

  • Scaling momentum (“tornado” phase) before reaching mainstream markets (“Main Street”) .

The third edition updates examples for the digital era and adds new chapters, reaffirming Moore's thesis: success lies not in predicting the future, but in knowing where you stand in the cycle and positioning accordingly .

About the Author

Dr. Geoffrey Alexander Moore (b. 1946, Oregon) is an American organizational theorist, management consultant, and speaker, best known for his work on high-tech marketing. He:

  • Holds a BA in American Literature (Stanford) and a PhD in English Literature (University of Washington) .

  • Transitioned from academia and sales into Silicon Valley marketing, notably with Regis McKenna Inc.

  • Founded The Chasm Group and currently leads Geoffrey Moore Consulting, advising major tech players like Salesforce, Microsoft, Google, Cisco, and Adobe .

  • Authored influential books including Inside the Tornado, Living on the Fault Line, Escape Velocity, and Zone to Win, all building on his framework for navigating disruptive innovation.

His work remains foundational in tech and startup ecosystems and is a staple in business school curricula at Stanford, Harvard, MIT, and others

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