Crossing the Chasm

The TL;DR

There is a deadly gap between early adopters (visionaries who love new technology) and the early majority (pragmatists who want proven solutions) — and the vast majority of tech products die in that gap. Pragmatists buy whole products and references from peers, not promises from vendors. The only way across is to focus all your resources on one narrow beachhead segment, build the complete solution for them, and dominate absolutely before expanding. Pragmatists only buy from market leaders, so you must appear to be one even when you're not. This is the foundational text for B2B technology go-to-market strategy.

Core ideas

• 1The technology adoption lifecycle has a chasm between visionaries and pragmatists.
• 2Pragmatists buy whole products and references, not promises.
• 3Win one beachhead segment first; do not spread.
• 4D-Day strategy: marshal disproportionate resources on one target.
• 5Pragmatists buy from market leaders — fake it until you are.

Key quotes

Apply it this week

• →Pick one beachhead segment for the next two quarters; ignore the rest.
• →Build the 'whole product' (integrations, references, services) for that segment.
• →Concentrate marketing on dominating one niche before expanding.