{"product_id":"crossing-the-chasm-3rd-edition-marketing-and-selling-disruptive-products-to-mainstream-customers","title":"Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers","description":"\u003cp\u003e\u003cb\u003eThe bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eWith over a million copies sold, Geoffrey A. Moore's classic has become the definitive model for any company launching disruptive innovations.\u003c\/p\u003e\u003cp\u003eWhy do most high-tech ventures fail? They fall into the chasm--the vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you can't cross this chasm, your technology is doomed.\u003c\/p\u003e\u003cp\u003eThis bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eThe Technology Adoption Life Cycle: \u003c\/b\u003e Learn to identify the five distinct customer segments--from Innovators to Laggards--and understand why the gap between visionaries and pragmatists is the point of greatest failure.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eTarget the Point of Attack: \u003c\/b\u003e Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eAssemble the Invasion Force: \u003c\/b\u003e Master the \"whole product\" concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eDefine the Battle: \u003c\/b\u003e Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":51944164229351,"sku":"9780062292988","price":28.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0449\/4075\/5096\/files\/imageloader_63a0b377-0451-4426-b444-a97c00200675.jpg?v=1775354769","url":"https:\/\/arvidabookco.com\/products\/crossing-the-chasm-3rd-edition-marketing-and-selling-disruptive-products-to-mainstream-customers","provider":"Arvida Book Co.","version":"1.0","type":"link"}