Crossing the Chasm, 3rd Edition by Geoffrey A. Moore

Author:Geoffrey A. Moore [Moore, Geoffrey A.]
Language: eng
Format: epub, mobi
Tags: Business & Economics, Management, New Business Enterprises, Marketing, General
ISBN: 9780062293008
Google: wUEHAQAAQBAJ
Publisher: HarperCollins
Published: 2014-01-28T01:27:45.641000+00:00

Committing to the Point of Attack

Making the commitment to a niche market can be challenging, especially for entrepreneurs who are technology enthusiasts or visionaries, because they personally don’t have the pragmatist response and thus have trouble trusting in the market dynamics outlined in this book. This is a defining moment for them. The start-up company must either cross or die, but what value is life if to gain it one has to go against one’s best self? Not an easy question to answer.

When faced with such nasty decisions, it is usually best to make them quickly, get into the new flow, and plan to course-correct going forward. This is a white-water rafting strategy, where hesitating on a split decision is the one behavior guaranteed to capsize the boat. When you do pick, you pick hard. That is, you go hard in the direction chosen, regardless of doubts. Just so with crossing the chasm.

The good news in this is that you do not have to pick the optimal beachhead to be successful. What you must do is win the beachhead you have picked. If there is a genuine problem in the segment, you will have the target customer pulling for you. If it is a hard problem, and the segment is reasonably small, you probably will not have competition to distract you. This means you can focus all your attention on the whole product, which is where it needs to be. Nail that and you win.

What could cause you to change course? Most often, it is that the scenario that is driving the effort is based on a false assumption. To guard against this, you should commission some market research early in the process specifically to validate the winning scenario. But you should not wait for this research to be complete before you start forward. The enemy in the chasm is always time. You must force the pace at all times, even when in doubt, because standing still plays into the hands of the established vendors and the status quo.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.