Crossing the Chasm: Summary, Notes, Review

keep in mind that most of your target customers have never heard of you or your rival startups—they simply want to know how your product compares to what they use today. Customer-facing positioning must be centered on a customer frame of reference.

You can keep yourself from making most positioning gaffes if you will simply remember the following principles: 1. Positioning, first and foremost, is a noun, not a verb. That is, it is best understood as an attribute associated with a company or a product, and not as the marketing contortions that people go through to set up that association. 2. P

This step in the positioning narrative is all about helping customers make sense of their alternatives and the trade-offs associated with each.

Cross the chasm by targeting a very specific niche market where you can dominate from the outset, drive your competitors out of that market niche, and then use it as a base for broader operations. Concentrate an overwhelmingly superior force on a highly focused target. It worked in 1944 for the Allies, and it has worked since for any number of high

We began by isolating a fundamental flaw in the prevailing High-Tech Marketing Model—the notion that rapid mainstream market growth could follow continuously on the heels of early market success. By analyzing the characteristics of visionaries and pragmatists, we were able to see that a far more normal development would be a chasm period of little