Blogs

Geoffrey Moore | Mark Cavender | Michael Eckhardt | Andrew Salzman | Philip Lay

Join us as we discuss current topics in high-tech marketing

Blogs by the Chasm Institute Team & Colleagues

 
     
Founder & Managing Director, Chasm Institute LLC
12
Apr 2016

A System of Record for Market Development

A System of Record for Market Development

Crossing the chasmSaaSCloud ChasmPlaybookcrossing the chasmMarket Development

Sports teams have one for each game. Theatre companies have one for each production. Political parties have one for each campaign. And high-tech companies...well, not so fast. What are we talking about? Playbooks. Their purpose: to coordinate a group of autonomous individuals, performing a complex activity, to achieve a predetermined and gratifying result. 

27
Aug 2015

Segmentation, the Aston Martin Way: Aim for the Centerpoint

Segmentation, the Aston Martin Way: Aim for the Centerpoint

At a recent Churchill Club meeting my colleague and Chasm Institute Chairman Geoffrey Moore interviewed Aston Martin CEO Andy Palmer about the business of making and selling their uber-branded luxury automobiles. One of the topics of conversation was how Aston Martin did segmentation. In a nutshell, they created "personas" representing the ideal buyer for each of their luxury models, all of which support the overall branding concept of "power, beauty, soul."

05
Feb 2014

CES 2014: B2B's Role in Crossing the Chasm

CES 2014: B2B's Role in Crossing the Chasm

3d printing4kchasmconservativesConsumerdisruptive innovationspragmatiststechnology adoption life cycletechnology enthusiastsvisionarieswearables

The 2014 Consumer Electronics Show (CES) has come and gone. Vendors demonstrated how wearables, 4K OLED TVs, and 3-D printing, among many other categories, would change our lives. And no doubt one day some of them will. But not so fast. Lots of cool stuff, but for some categories, mass consumer adoption lies further down the road. Although these "consumer" products are being launched at the CES, in order to cross the chasm many of these are in reality going to be selling to business for some time to come. The Technology Adoption Life Cycle (TALC) can serve as a compass for how to navigate the waters of both consumer and business adoption. For disruptive innovations, consumer adoption may eventually happen, but only after the category crosses the chasm in business.

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Chasm Institute LLC helps high-tech teams learn, apply, and implement best practices in market development strategy. These best practices are based on Geoffrey Moore's best-selling books Crossing the Chasm, Inside the Tornado, Living on the Fault Line, Dealing with Darwin, and Escape Velocity plus hundreds of client engagements with high-tech companies. 

Chasm Institute helps companies align their product development, marketing, and sales functions to achieve and maintain market leadership in their categories.

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12
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Chasm Institute Announces Initial Release of ChasmPlaybook

Today Chasm Institute announced the initial release of ChasmPlaybook, a native Salesforce.com application Read more ...

09
Sep 2014
Chasm Institute Honored with Brandon Hall Excellence Award

Chasm Institute and our cleint Quantu7 were selected by the Brandon Hall 

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27
Aug 2014
Chasm Institute Mentors Intel "Make It Wearable" Finalist

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