Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
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Everett Rogers’s classic book Diffusion of Innovations.
Julie Dirksen • Design for How People Learn (Voices That Matter)
Disruptive technologies bring to a market a very different value proposition than had been available previously. Generally, disruptive technologies underperform established products in mainstream markets. But they have other features that a few fringe (and generally new) customers value. Products based on disruptive technologies are typically
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