You'll learn how to take a product through the different stages of technology adoption and into the mass market. The author explains some challenges faced by organizations in crossing the chasm and how they can effectively cross them.
Some key takeaways from the book are:
- There are 5 stages of technology adoption - Innovators, Early Adoptors, Early Majority, Late Majority and Laggards
- Marketing must refocus away from selling products towards creating relationships
- Marketing’s first deliverable should be partnerships
- Watch out for the FUD (Fear Uncertainty Doubt) that can plague decision makers when confronted with unfamiliar products or services