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The New Go-To-Market Playbooks for Digital Health Startups
To be specific, the point of greatest peril in the development of a high-tech market lies in making the transition from an early market dominated by a few visionary customers to a mainstream market dominated by a large block of customers who are predominantly pragmatists in orientation. The gap between these two markets, heretofore ignored, is in f
... See moreGeoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
Think about distribution from day one
If you’re going to build a product, you want people to use it. But far too often, founders get drawn to the building and tinkering side of the business, forgoing the go-to-market piece until they’re actually ready to get out and sell.
That’s a mistake, says Foster. “I think one of the biggest things that founder... See more
If you’re going to build a product, you want people to use it. But far too often, founders get drawn to the building and tinkering side of the business, forgoing the go-to-market piece until they’re actually ready to get out and sell.
That’s a mistake, says Foster. “I think one of the biggest things that founder... See more
The Not So Cookie-Cutter Approach to Company Building — 8 Lessons from Zapier
The second factor concerns distribution, usually referred to as go to market (GTM).
Marty Cagan • INSPIRED: How to Create Tech Products Customers Love (Silicon Valley Product Group)
To sum up, when crossing the chasm, we are looking to attract customer-oriented distribution, and one of our primary lures will be distribution-oriented pricing.
Geoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
It’s better to think of distribution as something essential to the design of your product. If you’ve invented something new but you haven’t invented an effective way to sell it, you have a bad business—no matter how good the product.