Crossing the Chasm

1st edition | 1991, Harper Collins

Marketing and Selling Disruptive Products to Mainstream Customers

The classic original that introduced the concept of the "Chasm" in the technology adoption lifecycle.

The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing.

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

Inside the Tornado

1995, Harper Collins

Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets

A follow-on to Crossing the Chasm that deals with the dynamics of post-chasm markets, particularly the market share battle during hyper-growt.

In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the Harper Business Essentials series with a new author's note.

Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

The Gorilla Game

1999, Harper Collins

Picking Winners in High Technology

A book for investors in high-tech stock that explains the impact of high-tech market dynamics on company valuation.

The Possibilities Are Staggering: Had you invested $10,000 in Cisco Systems back in early 1990, your investment would now be worth $3,650,000. Similarly, a $10,000 investment made in Microsoft in 1986 would be valued at more than $4,721,000 today.

How do you get in on those deals—especially if you're not a Silicon Valley insider? How do you buy the high-tech winners and avoid the losers? How do you find the Yahoo!s, Microsofts, and Ciscos of tomorrow?

The answers are here, in this newly revised edition of the national bestseller The Gorilla Game. The book reveals the dynamics driving the market for high-tech stocks and outlines the forces that catapult a select number of companies to "gorilla" status—dominating the markets they serve.

Living on the Fault Line

2000, Harper Collins

Managing for Shareholder Value in Any Economy

A book on managing for shareholder value for management teams in public enterprises.

The fault line -- that dangerous, unstable seam in the economy where powerful innovations and savage competition meet and create market-shattering tremors. Every company lives on it; no manager can control it.

In the original edition Moore presented a compelling argument for using shareholder value (or share price) as the key driver in management decisions. Moore now revisits his argument in the post-Internet bubble world, proving that the methods he espouses are more germane than ever and showing companies how to use them to survive and thrive in today's demanding economy.

Dealing with Darwin

2005, Penguin Portfolio

How Great Companies Innovate at Every Phase of Their Evolution

A book on managing innovation in public enterprises.

The Darwinian struggle of business keeps getting more brutal as competitive advantage gaps get narrower and narrower. Anything you invent today will soon be copied by someone else—probably better and cheaper.

Many companies thrive during the early stages of their life cycle, only to fall slack during periods of inertia and die out while others surge ahead. But as Geoffrey Moore shows, some notable companies have figured out how to deal with Darwin in their mature years—making changes on the fly while fending off challenges from every quarter.

Escape Velocity

2011, Harper Collins

Free Your Company's Future from the Pull of the Past

Addresses the central dilemma established firms face: how to harvest past success while driving the organization toward future growth and opportunities.

“Read this book to learn how to create a company as powerful as Apple.”—Guy Kawasaki, former chief evangelist of Apple.

In Escape Velocity Geoffrey A. Moore, author of the marketing masterwork Crossing the Chasm, teaches twenty-first century enterprises how to overcome the pull of the past and reorient their organizations to meet a new era of competition. The world’s leading high-tech business strategist, Moore connects the dots between bold strategies and effective execution, with an action plan that elucidates the link between senior executives and every other branch of a company. For readers of Larry Bossidy’s Execution, Clay Christensen’s Innovator’s Solution, and Gary Vaynerchuck’s Crush It!, and for anyone aiming for the pinnacle of business success, Escape Velocity is an irreplaceable roadmap to the top.

Crossing the Chasm

3rd edition | 2014, Harper Collins

Marketing and Selling Disruptive Products to Mainstream Customers

This new edition brings Moore's classic up to date with dozens of new examples and new insights.

The third edition of Moore's classic has been updated with many new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings.

He also includes two new appendicies, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.