Crossing the Chasm – by Geoffrey A. Moore
A fabulous read for those looking to direct any enterprise from the first blush of success to cross over to mainstream market place. The ‘Chasm’ is the gulf one must cross to enter the wider audience.
A study in the different psyches of the initial customers to those in the mainstream.. I found the conversation to be very invigorating. New businesses come and go, yet why do some succeed and others, potentially far superior, flail and fail.
Early stage customers and consumers are very different than mainstream.. How to focus and reach different groups. A must read for market development people and those managing them.