Posts Tagged ‘Crossing the Chasm’

Positioning: Defining The Battle (Crossing the Chasm Strategy Part 6)

November 21st, 2011 No Comments

The following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm. In order to win the battle for customers and revenue, you must define the battle. One essential component to building a market is positioning. Positioning is the image or identity in the minds of their target market for its product, brand, or organization. Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market

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Developing The Whole Product: Crossing the Chasm Strategy Part 5

November 8th, 2011 No Comments

The following is the fifth in a series of posts about high tech marketing strategy based on Crossing the Chasm.   One of the most important functions of marketing isn’t viral and it isn’t advertising and no, it’s not creative slogals. Rather it’s in the fundamental 4Ps taught in every Marketing 101 class: Product. In order to win the marketplace, you must wire the marketplace. According to Moore, “For a given target customer and a given application, create a marketplace

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Chasm Strategy: Point of Attack – Determing Your Target Customer (Part 4: Chasm Strategy)

November 4th, 2011 No Comments

The following is the forth part of a series of posts about high tech marketing strategy based on Crossing the Chasm by Geoffrey Moore. Moore opens with a quote from Yogi Berra: “If you don’t know where you’re going, you probably aren’t going to get there.” The fundamental principle to cross the chasm is to pick a specific niche market and focus all your resources on achieving the dominant position in that segment. It sounds simple but most organizations fail.

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Invasion – Choosing Your Target Market (Crossing the Chasm, Part 3)

October 31st, 2011 No Comments

The following is the third in a series about high tech market strategy based on Geofrey Moore’s Crossing the Chasm. A big strategist failure that many organizations get into is picking the wrong market. Either, they don’t pick one at all and just see what sticks or else picks a market that is so wide (“everybody with a cell phone,” “mothers over 30,” “all people of a specific religious or ethnic group of a certain age,” “all Java programmers”) that

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Crossing the Chasm–The First Step–The New Strategic Principles (Chasm Strategy: Part 2)

October 26th, 2011 No Comments

The following is the second in a series of posts about high tech marketing strategy based on Crossing the Chasm. It’s Strategy Stupid. This should be obvious, but it’s not. We’re enamored with the next shiny thing to realize that the basic fundamentals are even more important than ever. Marketing is about markets. Strategy. Do you remember the four Ps? The core principals of marketing: Product Price Promotion Place These principles guide all marketing activities, including crossing the chasm from

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Hi Tech Business Strategy: The Technology Adoption Life Cycle (Crossing the Chasm Part 1)

October 24th, 2011 No Comments

The following is the first of several posts about high tech business and marketing strategy, based on the bible of high tech marketing, Crossing the Chasm. As my colleague Josh Cline likes to say, we frequently put the cart before the horse, developing a plan before engaging in a strategy. We can’t implement a promotional plan before we understand the decision making cycle and just how technology is adopted. Selling to the uber-geek early adopter requires a different strategy than

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Geoffrey Moore – The Chasm Has Evolved

October 4th, 2011 1 Comment

High tech marketing advice for 2011 from the guru of technology marketing, Geoffrey Moore.

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