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

Aug 2016

Choosing a Segment? "Pick on Somebody Your Own Size"

Choosing a Segment?

When I do workshops with clients to help them find a way of #CrossingTheChasm, the most common phrase I hear is "but that's too small of a segment."

Let's discuss this. The goal in segmentation is to become so powerful, so dominant, that your solution is the only one that is considered a viable solution. That's why we say "Pick on somebody your own size."

Let's say your company (or your division within a large company) does $5MM in annual business, albeit opportunistically, with no regard to segmentation. You don't yet own anything. So what size segment should we attack?

How about one that has the potential of $5MM in revenue. In a period of 1-2 years, you should dominate that segment. But, you ask, that's too small of a segment. Yes, you could go after a segment where the revenue could be $100MM, but as a $5MM company, how long would it take to dominate that segment? Do the math. Way too long.

So, pick on somebody your own size. If your forecasted revenue is $5MM, choose a segment that has the potential of $5MM in revenue. Plan for $2.5M in revenue from that segment, and get the rest from "opportunistic revenue," that is, revenue outside your targeted segment. Then, leverage your success into adjacent segments.

Before you know it, you will dominate the market. Here's to success in #CrossingTheChasm.



Key Topics


Here's Our Point of View

What's Yours?



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.


Aug 2017
Chasm Institute Makes Rare Director Appointment

Tobias Yergin Brings Customer-Centric Product Strategy Expertise to the Firm. Chasm Institute LLC announced today that Tobias Yergin has joined the firm.

read more ...
Jul 2017

The Japanese economy has long been renowned for its manufacturing expertise and its adherence to the quality principles of kaizen.  While this brought great success to Japan through the 1980s, the economy has yet to fully recover from the bursting of the “Nikkei Bubble” in 1990.

read more ...
Apr 2016
Chasm Institute Announces Initial Release of ChasmPlaybook

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

Sep 2014
Chasm Institute Honored with Brandon Hall Excellence Award

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

read more ...
Aug 2014
Chasm Institute Mentors Intel "Make It Wearable" Finalist

Intel today announced the finalists in its "Make It Wearable" program, highlighting 10

read more ...


Keep Informed

Stay informed about webinars, speaking engagements, blogs, and news about Chasm Institute. We promise to keep your information private and will never sell it or give it to anyone.