I've heard people make references to Geoffrey A. Moore's Crossing the CHASM book for several years now but had't read it until this past week.
Moore's book is a must-read for any IT company trying to launch a new product. Although the concepts in the book are not novel (so admit's Moore) the book brings a vocabulary and metaphoric dictionary to the readers allowing marketing groups, investors, and techies alike to communicate about the playing field in a proactive manner.
Moore discusses the importance of delivering continuous innovation, instead if discontinuous innovation. Our new innovations need to help people do what they are already doing better, and not force them to abruptly change something that kinda works for something that they are not sure about that may possibly work better.
Moore introduces the Technology Adoption LifeCycle, complete with five categories of market segments. He discusses how to market in succession to each group:
- Early Adopters
- Early Majority
- Late Majority
Finally, Moore introduces some business concepts you may have heard of by now, like the bowling alley, the tornado, and the fault line.
If you haven't heard of these, then you need to get reading!