Crossing the Chasm is a marketing concept that describes the challenge of introducing innovative, disruptive products to the mainstream market. The term, coined by Geoffrey A. Moore in his 1991 book of the same name, refers to the gap between the early adopters of a product (technology enthusiasts and visionaries) and the early majority (pragmatists). According to Moore's model, this gap or chasm represents a significant barrier that companies must overcome to achieve widespread adoption and commercial success. To successfully cross the chasm, companies need to adjust their marketing strategies, focusing on a specific niche within the mainstream market and providing a whole product solution that addresses the pragmatists' needs and concerns. This involves not only delivering the core product but also offering additional elements such as support, training, and complementary products or services. By targeting a specific market segment and demonstrating the value and reliability of their offering, companies can build a solid customer base and establish a foothold in the mainstream market, setting the stage for further growth and adoption.
technology adoption lifecycle, early adopters, early majority, market segmentation, niche marketing, whole product, mainstream market
CITATION : "Robert Anderson. 'Crossing The Chasm.' Design+Encyclopedia. https://design-encyclopedia.com/?E=431647 (Accessed on August 06, 2025)"
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