Bryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore.

Until Moore’s book codified and revolutionized how marketers think and talk about product marketing, a “customer” was perceived as anyone who might potentially buy a product. But there are vastly different optimum buyer types at different times in a product marketing life cycle, and understanding them is pivotal to developing a successful launch strategy.

“The Chasm” is the yawning product marketing gap between Early Adopters and the Early Majority, whose buying choices are guided by entirely separate references. That means brands must think about their segmentation strategy as a phased approach to building momentum. How do you target the right early adopters to secure beachheads to the much larger Early Majority? That’s what we explore.

The book: www.amazon.ca/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123

Graphos Product: https://graphosproduct.com

Crossing the Chasm: Launching an Innovative Product for Mass Adoption

We‘re all obsessed with product brands, especially those driven by a vision and purpose. Product: Knowledge explores the art of the product launch, from secret Obsession Branding™ techniques to product positioning, product-market fit and other specialized attributes of product marketing that combine to become the difference between stratospheric success stories and catastrophic product failures. It’s the podcast about creating and marketing SaaS, B2B and consumer products people truly need.

Laurier Mandin is founder and CEO of Graphos Product. As the leader of an international product marketing agency, he flushes out insights and creates a window into the fascinating world of product Go-to-Market strategy and successful product launches.

https://graphosproduct.com/

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Crossing the Chasm: Launching an Innovative Product for Mass Adoption

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