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Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers
From HarperCollins by Geoffrey A. Moore ~270 pages
Why we picked it
The definitive book on picking a beachhead niche and using the bowling-alley strategy to go from early adopters to mainstream. Essential reading on why focus wins.
- Win one narrow segment completely before expanding
- Use references from your beachhead to knock over adjacent 'pins'
- The chasm between visionaries and pragmatists kills unfocused products
- Focus is a survival strategy, not a limitation on ambition