Geoffrey A. Moore: Crossing the Chasm, 2nd Edition 2002
When Crossing the Chasm by Silicon Valley consultant Geoffrey A. Moore was first published in 1991, it quickly became the marketing bible for high-tech.
It was a perfect fit, especially for the type of business model that dominated the startup scene in the 90ies: complex IT products – hardware, software, or mix of both – that required quite expensive R&D and typically were sold B2B through a enterprise sales force.
One key insight presented by Moore was this: innovative technology solutions often require their users to change habits or processes.
And since individuals and organizations are typically resistant to change, a startup trying to sell such a solution was initially fighting an uphill battle with the majority of its potential customers.
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