“Crossing the Chasm” revisited
7th April 2015 | Bob Apollo
When Geoffrey Moore published the first edition of Crossing the Chasm over 20 years ago, it rapidly became a B2B sales and marketing classic – rated by Inc. magazine as one of the top-ten marketing books of all time. Moore’s focus on the behavioural chasm that exists between innovators and pragmatist buyers was a revelation to a generation of technology marketers.
It’s probably accurate to claim that a large number of market-leading businesses (and Silicon Valley fortunes) were built upon the principles enshrined in that book. But new generations of disruptive technology start-ups have emerged in the period since the book was first published, and it’s appropriate to ask: is Moore’s methodology still as relevant today?