The Chasm Companion A Field Guide to Crossing the Chasm and Inside the Tornado

by Wiefels, Paul; Moore, Geoffrey A.

• ISBN13: 9781841124681
• ISBN10: 1841124680
• Edition: 1st
• Format: Paperback
• Copyright: 2005-09-12
• Publisher: Capstone

Summary

The Chasm Group is one of the world's leading high-tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, Crossing the Chasm and Inside the Tornado are required reading for anyone venturing into the high-tech industry. Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step-by-step field guide organized around three major concepts: * How high-tech market develop * How to specify a winning market development strategy * How to plan go-to-market programmes at different points in the life cycle. Wiefels' back-to-basics approach presents a series of models, tools and frameworks that management teams can adapt to increase market share and create a sustainable platform for increasing shareholder value. The Chasm Companion reveals formulas drawn from real life that can be - and are being - used to stay on top in any economic climate.

Author Biography

PAUL WIEFELS is a founding partner and managing director of The Chasm Group plc a strategy consulting firm serving technology-based companies and organisations around the world. He has worked in the high-tech industry for 20 years and speaks frequently to high-tech industry organisations. He lives in Half Moon Bay, California.

Table of Contents

Foreword	ix
Acknowledgments	xiii
Introduction	xvii
Part 1 How High-Tech Markets Develop	1	(92)
Back to the Basics	3	(6)
The Basis for Strategy Decisions	9	(8)
The Early Market	17	(17)
The Chasm	34	(7)
The Bowling Alley	41	(12)
The Tornado	53	(23)
Main Street	76	(17)
Part 2 Developing a Strategy	93	(114)
Introduction	95	(3)
Finding Your Place on the Technology Adoption Life Cycle	98	(7)
Assessing the Sources and Impact of Discontinuity	105	(4)
Building a Market Development Strategy	109	(7)
Market Development Strategy Checklist: Market Creation Variables	116	(20)
Market Development Strategy Checklist: Market Attractiveness Variables	136	(27)
Market Development Strategy Checklist: Market Penetration Variables	163	(44)
Part 3 Taking the Market Development Strategy to Market	207	(72)
Introduction	209	(2)
Strategy Validation	211	(7)
Whole Product Management	218	(8)
Marketing Communications Planning	226	(33)
Field Engagement Strategy	259	(20)
Epilogue: Using This Book	279	(2)
Appendix	281	(16)
Worksheets	297	(16)
Index	313