This book is about market segmentation and the challenge of retargeting a business from early adopters to mainstream buyers. I have seen businesses fail because of insufficient market segmentation, including my own business. One company I once worked for had about 30 software products (acquired through mergers) and perhaps $100M/year in revenue, but did not distinguish in its catalogs, presentation, or sales force training, between mainstream products and experimental (buggy) early adopter products. Within a year they had failed. If they understood this book they would still be around.
If I had read this book ten years earlier I would be much wealthier than I am today. The book is packed with examples, strategies, tactics and marketing insights which are not easily sumarized in a brief review. It is a pleasure to read and will withstand several re-readings. I highly recommend it to any businessperson, engineer, entrepreneur or investor.Get more detail about Crossing the Chasm.
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